Milind Soman, an Indian supermodel and fitness icon, is back on the road for the second edition of the “Green Ride,” an initiative to raise awareness about the environment and encourage people to take action to ensure its health. He is cycling from Mumbai to Bengaluru, covering over a thousand kilometers in eight cities. Mufti, a Mumbai-born Indian contemporary casualwear brand, will be his exclusive apparel partner, ensuring that he stays comfortable throughout his journey.
Mufti’s founder and MD, Kamal Khushlani, expresses his excitement to support Milind in the second edition of the Green Ride. “He is a great inspiration for all of us to take conscious steps towards making our planet a better place to live for the next generation. At Mufti, we believe in taking steps to reduce environmental pollution as well as supporting initiatives that raise awareness.”
Over the last few years, the brand has taken a few significant steps toward becoming more sustainable in its manufacturing practices. Mufti is actively pursuing the use of yarns that promise increased sustainability, from using alternatives that consume less energy in manufacturing to significantly reducing raw material waste to recycling metal whenever possible to reduce their consumption of precious natural resources. From the introduction of man-made materials such as viscose and modal to the replacement of virgin polyester with recycled polyester, there has been a concerted effort to make our planet’s needs an important decision factor in their long-term manufacturing. It is constantly experimenting with recycled materials, which helps reduce their carbon footprint.
Indeed, if you walk into any Mufti store, you will notice that all of their carry bags have long since been replaced by recycled paper bags. Finally, the company’s efforts to reduce its carbon footprint go beyond manufacturing. With stores located all over the country, transportation is extremely important. Their online store already uses an omnichannel model, with orders fulfilled from the customer’s nearest store rather than being shipped across the country for each individual order. The annual savings from each order thus serviced amount to tens of thousands of kilometers not travelled.
