ReWear4Earth - A brand new initiative for sustainable fashion by the Prabha Khaitan Foundation and Grammy Award winner Ricky Kej

ReWear4Earth – A brand new initiative for sustainable fashion by the Prabha Khaitan Foundation and Grammy Award winner Ricky Kej

The Prabha Khaitan Foundation, India and Grammy Award winner Riki Kej are pleased to announce a brand new #ReWear4Earth initiative that will focus on fashion and sustainability. The initiative was inspired by Grammy Award-winning Ricky Kej, after he tweeted his photos earlier this year wearing the same outfit on two of the biggest platforms on the planet – while winning his Grammy Award in Las Vegas and on the Cannes red carpet with the hashtag #ReWear4Earth.

Ricky Kej at the 64th Grammy Awards in Las Vegas

The Prabha Khaitan Foundation, a non-profit organization based in Kolkata (India) that helps raise awareness of India’s sustainable development, ecosystem and biodiversity, reached out to the Grammy Award winner and decided together to launch this campaign. For decades, repeating an outfit for galas and events would be considered a fashion mistake – encouraging people to change their outfit for each event, making clothes Disposable. It’s time to change that narrative. It is time to consider our planet in this equation. Fashion can be fashionable more than once. We need to buy fewer clothes and wear them repeatedly, proudly.

Fast fashion is not always in fashion. Especially when you consider its impact on our planet (The fashion industry is one of the most polluting industries on the planet). The use of toxic textile dyes, cheap materials and heavy use of water result in pollution and environmental degradation. Additionally, micro-plastics and chemical contaminants leach out of fabrics and end up in the oceans. Microplastics play a significant role in the deaths of over 100 million marine animals and over 1 million seabirds each year. Today, most fabrics are not fully biodegradable and end up in landfill or the oceans.

The Prabha Khaitan Foundation and Grammy Award winner Ricky Kej are asking everyone to wear ReWear outfits for different occasions and do their part to reduce the damage inflicted on the Earth.

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