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Founder Asad's Story


Asad's journey is deeply intertwined with the fashion industry and its profound impact on people's lives. As the son of a single parent, his mother's fashion business became their family's lifeline following his father's passing when Asad was just 13 years old. Over the years, he bore witness to his mother's unwavering dedication and resilience as she transformed her modest venture into a team of over 50 individuals, affording him unparalleled opportunities and a privileged life.

However, this narrative extends beyond mere success and opulence. There were periods of adversity when meeting payroll and other financial obligations was a formidable challenge. Yet, their dedicated team, including tailors and vendors, steadfastly supported them, ensuring that school fees were paid and rent was covered. The fashion industry emerged as their lifeline, enabling dreams of travel and exploration that exceeded Asad's wildest imagination. He came to understand that this enterprise was not solely his mother's legacy but also the legacy of those who stood by them through thick and thin. In the face of adversity, these individuals exhibited unwavering loyalty and commitment.

Throughout his tenure in the industry, Asad unearthed a profound truth: fashion transcends aesthetics and attire. Beneath each garment lies the essence of the individuals who bring it to life. He was struck by the juxtaposition of their own boutique in Bangalore, where salaries were diligently disbursed, with manufacturing units where workers were compensated solely based on the quantity of items produced. The grim reality of paltry wages and deplorable working conditions left an indelible mark. This revelation compelled Asad to reconsider his role within a system that perpetuated such injustices, prompting him to cease purchasing unsustainable clothing. His focus shifted towards sustainable, eco-friendly alternatives, driven by a fervent desire to effect positive change and combat labour exploitation.

Another disconcerting issue that weighed heavily on Asad's conscience was child labour and the environmental perils entwined with the fashion industry. Harmful dyes and chemicals contaminated water bodies, while cotton fabric production involved the use of pesticides linked to miscarriages. The polyester commonly employed in clothing released microplastics that infiltrated the food chain, posing a threat to public health. Moreover, the fashion industry played a pivotal role in global warming, contributing to rising sea levels and the ecological degradation of our planet. It became unequivocally clear that a profound reevaluation of consumerism was essential, along with the pursuit of sustainable solutions.

This awakening served as the impetus for Asad to establish "ethicl." His ambition extended beyond the creation of sustainable fashion; he aspired to revolutionize the industry itself. He envisioned "ethicl." as the preeminent sustainable fashion brand worldwide, setting the standard for upcycling, recycling, and the production of garments that were 100% biodegradable, enriching the soil and preserving the ecosystem.

Asad was resolute in his determination to reshape perceptions of the fashion industry, aiming to align it with environmental preservation and a positive force for our world. "ethicl." transcended the realm of mere garment production; it was a catalyst for transforming the fashion landscape, fostering a new reputation—one that championed sustainability and prioritized the future of our planet.