A tale of our fabrics

The word 'fabric' /ˈfæbrɪk/ originated from Latin faber, or 'artisan who works in hard materials'!

“My newborn baby wore pre-used clothes in the first three months. My pediatrician recommended to used mild detergents to wash clothes.” said a proud mother during her interview with PureCloth team.

But most of the new mothers are unaware of the fact that

“Textile industry uses 8000 chemicals on an average to color and produce fabrics. The cotton fiber is known as ‘Dirtiest Crop’ with 55% pesticide sprayed on cotton.”

We had a question as we graduated from National Institute of Fashion Technology NIFT, Bengaluru. “On a finished garment, can washing eliminate pesticides sprayed on cotton and heavy metals used in colorant treatment?”

Puzzled by the above thought we started our researching in this area. Today we are proud to say that - PureCloth fabrics are not just good on skin while in use but good for planet & people while in-making and after-use too. Here we share a few insights on how we create value at every stage of our supply chain from fiber-dye-fabric.


Trusted & safe: A thoughtful supply chain starts at the source. In 2017, we made a commitment to work only with rainfed organic cotton. Organic cotton farming does not use toxic chemicals or GMO (Genetically Modified Organisms) seeds. Instead it combines tradition, innovation, and science.

We source kala cotton, one among the few genetically pure cotton species remaining in India and grown locally around districts of Kutch. We visit and verify farm level certificate from each party along with the chain to ensure they meet the standards required.

Quality: With India growing a wide range of organic cotton and multiple suppliers involved, finding the right vendor was a major decision for the brand.

From contacting 100+ vendors across India, reviewing many swatch books, and incorporating guidance from from expert textile engineers in field; a staple length between 30-45mm matched our characteristics in terms of feel, strength, and durability. Our fibers are well-suited for kidswear.

The cotton uses rainfed water and natural fertilizers thereby eliminating consumption of non-renewable resources.


We stayed at Khadi Collective, Karnataka, to explore the use of dyes and color fixing using the natural products available locally. Just using organic cotton does not make the finished garment chemical free or non-toxic. All our organic fabric dresses uses only natural or herbal colors while dying or printing thereby eliminating consumption of non-renewable resources.

With chromium and copper, red-listed under eco-regulations, PureCloth ensures the natural dyes are only moderated with alum. Being a responsible brand our natural dyers are transparent disclosing all the mordants information.

We source from a group of artisans across India for whom the skill of dyeing has been passed down from generations.


Ultimately the success of our fabrics depended on how soft it was on baby skin. We do not do softening as it involves chemical processes.

We adopted handwoven fabrics, since the physical process of the weaving and handling of the fabric itself makes the feel soft and luxurious & not by chemicals.

Finally, the type of the weave has a story of an artisan behind it, and it gives a premium look and feel. We would like to take this opportunity to thank our weavers to experiment with us on various weave structures to meet our high-quality standards. The result of this interesting variation is what makes our fabric stand out and distinctly different in terms of its premium feel, texture, and look.

We work with weavers across India based on the theme and story behind each of our design! This process uses handlooms instead of power looms thereby eliminating any use of non-renewable resources.

We create outfits without polluting or generating waste on our planet. This is the purest, natural, safe & trusted form of making clothes. We are excited to bring to you more of our toxin-free natural handwoven clothing! Refer our process for more information. If you’ve any questions, don’t hesitate to contact us.

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