We have always been committed to promoting sustainability. In our books, we emphasise truly sustainable solutions, and even now that the world seems more focused on cheaper alternatives, we continue our mission of raising awareness, highlighting practices that benefit both the environment and local communities. 

That’s why we’ve partnered with HimGra (Himalayan Grass), a project that was awarded the Textile Startup Grand Challenge at Bharat Tex 2025 by the Ministry of Textiles, Government of India.

The ethics and processes behind its production, combined with its exceptional qualities, make HimGra ideal for luxury garments and aligned with the sustainable values we support. Harvested from wild Himalayan grasses, HimGra offers a unique, eco-friendly alternative to conventional materials. By creating livelihoods through sustainable practices, it supports rural artisans, uplifts marginalised communities, and helps preserve indigenous skills.
Its softness, strength, elasticity, length, and ability to be blended with other fibres make it an excellent material for a new concept of luxury - one that isn’t about ostentation, but about purpose.

Today, we are proud to be involved in the HimGra x Italtex Designer Showcase: Design for your ICON contest!
This initiative will offer student teams and professionals the opportunity to design garments using this exceptional material—laying the foundations for a more thoughtful future.