Generation’s New Eco-Friendly Campaign

Sustainable fashion has always been around, typically on a small scale. In Pakistan, unfortunately there is little to less sustainability and awareness about how rapid climate change occurring. For now, many countries have declared Climate Emergency and a lot of companies and brands are working towards sustainable and eco-friendly products.

Generation are one of those brands. Over the last few years, Generation has been working in diverse and eco-friendly direction. For their clothing line they are using organic cotton fabric and also re-using plastic  for their clothing.

Previously, they came out with a campaign, ‘Sohni Dharti’ which, highlighted numerous environmental issues happening in our society, like deforestation, air pollution, and more. They’ve have launched anew and innovative way with their factory outlets stores where the customers can make customized pieces using the leftover fabric from their previous collections.

Their recent campaign ‘Lifafa Urra’, focuses and again underlines the issue of climate change. It’s a call for Plastic-Free Pakistan. Through this campaign Generation plans on extending their support for government’s ban on single-use plastic bags. You can also head over to their Insta stories where they’re highlighting on how to say no to single-use plastic bags.

The photo-shoot of this campaign speaks for itself. Although some people couldn’t wrap their heads concept. But oh well!

Apart from sustainability and eco-friendly clothes, you can for sure slay the fashion game too. 

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