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Noor and Jaipur Joy are both Fairtrade and slow fashion, using handcrafted textiles from India. The aim is to source beautifully hand-crafted fabrics and transform them into contemporary clothing tailored in classic shapes with a quirky bohemian vibe. They favour natural fibres and organic cotton where possible.
Their dresses are screen printed, planet-friendly slow fashion, and their printers use no harsh chemicals in the printing of the fabric. Each dress is 100% organic cotton and machine washable at low temperatures. Their pigment prints use ISO-free dyes with no acid bath process to fix the dyes. Instead, their printers use an oven to cook the fabric after printing which makes it machine washable. Plant enzymes are also used to wash the fabric before printing instead of the traditional use of bleach.
All their water is recycled through a digester unit which uses plant enzyme technology to digest any dyes left in the water after printing, allowing their printers to recycle more than 80% of the water they use. This is essential for the sustainability of the craft in the desert state of Rajasthan where they are located.