Homegrown contemporary circular fashion brand Virgio, is making significant waves within the Indian fashion landscape by striving to bridge the gap between fast fashion and conscious fashion.
Tailoring products to suit Indian body types, weather and lifestyle, Virgio offers conscious clothing at an accessible price point to the environmentally aware young generation, which they interestingly refer to as ‘GenConscious’!
The brand focuses on creating trendy styles, particularly appealing to Indian Millennials and Gen Z, using 100 per cent high-grade natural and earth-friendly fabrics in ethical and safe factories that follow legal compliances and pay fair wages to their employees.
Co-founded by Amar Nagaram, who possesses a Master’s degree in Computer Science from the University of Kentucky, Virgio is led by an avid tech enthusiast who boasts a substantial career in the
tech industry.
Having worked at prominent companies such as Walmart and Flipkart and finally taking over as the CEO of Myntra, Amar’s unique venture into the fashion industry is fuelled by the observation that technology has yet to significantly impact the domain, and that the infusion of tech has in fact, sometimes largely contributed to detrimental practices like fast fashion rather than preparing the industry for the future. As a technologist, he finds the challenges within the fashion industry to be particularly exciting.
Working with the fashion and e-commerce industry for years pushed Amar to address the glaring gaps within the fashion landscape. “The fast fashion industry is at par with the emerging trends and caters to the demands of the young audience. But in the pursuit of catering to the fads, it ends up overproducing garments with partners that do not practise fair trade. That’s the reason why the fashion industry is the second largest polluter in the world just after the oil industry,” Amar Nagaram, Co-founder and CEO, Virgio told Apparel Resources in an exclusive interview.
He further added, “This prodded me to think on how we can build a stronger ecosystem that promotes responsible fashion without compromising on trends for the young generation and how we can leverage tech to make fashion better.”
Virgo claims that its biggest flex is its cutting-edge technology that is designed to predict trends and consumer demand, ensuring only necessary quantities are produced. Continuous innovation is a key focus, exemplified by features like the smart QR code label that surpasses the conventional 5-6 polyester labels found in most garments, providing consumers with access to extensive information about their clothes.
“Our efforts go beyond fabrics to the smallest of details such as transparently declaring the water, energy, carbon footprint on each garment page to replacing the polyester-based labels on garments with 1 smart QR code label that carries rich information on styling, manufacturing and more. Even our delivery bags are designed to be reused as carry bags,” Amar explained.
For Virgio, there’s no such thing as oversharing when it comes to being transparent – from factory practices to how clothes are made to the carbon footprint of its garments – the brand will tell you everything.
“Greenwashing won’t do it for us, we’ll give you data-backed info that’ll help you make informed choices!” the brand confidently claims on its website.
| “We have managed to break through the notion that sustainable fashion cannot be affordable and fast fashion cannot be responsibly done. By ensuring trendy styles are available in the right fabrics, with great obsession on fit and finish, we’ve truly been able to catch the buyer’s attention.” Amar Nagaram, Co-founder and CEO, Virgio |
BRIDGING THE GAP BETWEEN FAST FASHION AND CONSCIOUS FASHION
The growing awareness and demand for sustainable fashion have led to a significant industry shift towards ethical and eco-friendly practices. Virgio is cultivating a community of GenConscious consumers, individuals dedicated to adopting a conscious lifestyle. While socially active, they also face the challenge of dressing appropriately for various occasions while embracing sustainable choices without sacrificing on style.
You would wonder how then is Virgio able to provide affordability in sustainable fashion – the answer lies in the brand optimising its supply chain for efficiency, partnering directly with ethical manufacturers and minimising waste in production. The brand’s end-to-end control, from fabric sourcing to manufacturing with strategic partners, ensures cost optimisation at every stage. This streamlined approach allows Virgio to offer accessible prices without compromising on the quality and sustainability of its products.
“We actively engage with our audience, incorporating their feedback into our designs and practices, creating a brand that aligns with their values.”
PRODUCT CATEGORIES, PRICING AND TARGET AUDIENCE
Virgio exclusively focuses on women’s westernwear, offering a diverse selection of clothing items like dresses, skirts, co-ords, trousers and tops. The brand is committed to promoting circular fashion by ensuring affordability, with prices ranging from Rs. 990 to Rs. 2990. Customers can find stylish tops and skirts starting at Rs. 990, dresses starting at Rs.1440, trousers at Rs.1740 and co-ords priced upwards of Rs. 2090.
The brand is dedicated to crafting stylish and environmentally conscious fashion for urban women aged between 21 to 28 years.
This consumer group values the use of natural materials over synthetic ones and actively seeks out organic products. Virgio primarily targets key markets in metro cities, catering to individuals who are not only fashion-forward but also mindful of their impact on the planet.
TECHNIQUES AND DETAILS
Virgio exclusively utilises earth-friendly fabrics in its creations, including cotton, lyocell, modal, viscose and linen. This conscious choice sets it apart from other brands in the competing space including Zara, H&M and Mango, which commonly rely on synthetic materials like polyester and nylon.
The use of natural fabrics by Virgio not only enhances the wearer’s experience by providing breathability and skin-friendly textures but also aligns with the commitment to environmental sustainability owing to the fabrics being biodegradable in nature.
In addition to the fabrics, the styles have been tailored to fit and flaunt Indian bodies. The adjustable waists in most garments ensure that the dresses can be adjusted to fit better and the inclusion of pockets in most of their dresses fills in a huge gap in the womenswear market.
Talking about the design aspect that is followed by the brand, Amar stated, “The range is a mix of timeless pieces and trendy ones. For example, The Veronicas Collection which got launched in December was based on the 1960s fashion that was trending globally and in India. Even though the styles were young and trendy, they were all made in 100 per cent cotton fabric that is earth-friendly with ethical and compliant partners in India.”
| Virgio exclusively utilises earth-friendly fabrics in its creations, including cotton, lyocell, modal, viscose and linen. This conscious choice sets it apart from other brands in the competing space including Zara, H&M and Mango, which commonly rely on synthetic materials like polyester and nylon. |
EMBRACING AI TO ENHANCE PRODUCTIVITY AND BUSINESS
Leveraging technology for effective trend-spotting and ensuring a seamless customer experience across both the app and web platforms, the brand is pioneering a transformation in the post-purchase apparel experience.
Traditionally, garments come with multiple polyester labels that often go to waste, providing limited information to users. Virgio has revolutionised this concern by introducing a single smart QR label for each SKU that are intricately linked to the product, offering users comprehensive details about the fabric, environmental footprint, styling tips, wash-care instructions and more.
“In the fashion world, disclosure about a garment’s environmental footprint is a bit of a gray area due to the lack of strict regulations. Unfortunately, this evasion comes at a hefty cost for both people and the planet. At Virgio, transparency is our thing because it’s our community’s right to know,” Amar explained.
MATERIALS, MANUFACTURING AND SOURCING
Virgio is all about eco-conscious fabrics for a greener fashion game. Think cotton, linen, viscose, lyocell and modal—they’re renewable, biodegradable and need fewer resources to make. India has a very rich supply of natural, earth-friendly fabrics and all of Virgio’s collections so far have been made in partnership with their Indian partners, with the majority of them being located in Delhi, Jaipur and Bengaluru.
“When it comes to picking fabrics, we’ve got the community and the planet as our priority. We do not promote or use synthetic fibres — the petroleum-based, plastic-based fabrics are harmful for the wearer and the planet. We program our fabrics to fit the brand promise,” Amar highlighted.
Fabrics are biodegradable, meaning they break down naturally, causing less harm to our environment compared to stubborn synthetics like polyester and are earth-friendly in terms of carbon as well.
Established in 2022, Virgio currently employs around 30-35 people in the production and manufacturing processes involving collaboration with partner vendors pan-India, particularly in Delhi, Bengaluru and Jaipur at present.
When asked about how Virgio ensures fair labour practices and a positive impact on workers in its supply chain, Amar answered, “Virgio collaborates with ethical manufacturers in India by conducting thorough assessments of their production practices. We prioritise partnerships with manufacturers who adhere to fair wages and fair labour practices, employ over 60 per cent women workforce, ensure safe working conditions, follow environmental regulations and have certifications for the same.”
He then added, “Our water conservation methods and usage of Azo free dyes helps us be pro-planet at every step. We also take compliance with the government regulations very seriously.”
COLLECTION AND RANGE PLANNING
Virgio’s in-house team of skilled designers is responsible for crafting all its collections. Each collection at Virgio is a result of a creative process that blends current fashion trends with the brand’s commitment to circularity. In-house themes such as ‘Born to Shine’ and ‘Wild Romance’ reflect Virgio’s ethos by incorporating elements of nature like water, earth and air while showcasing their urban-chic styles.
The brand adopts a sustainable approach to its collections by releasing limited batch sizes every month. This strategy ensures that the brand avoids overproduction while consistently offering trendy styles to its customers. Once a particular style goes out of stock, Virgio does not restock it, contributing to a more sustainable and exclusive inventory management system.
To facilitate efficient operations, Virgio operates its own warehouse situated in Bengaluru, India, where all products are stored. Currently, Virgio exclusively caters to the Indian market, focusing on providing its unique and limited collections to customers within the country.
THE FUTURE
Virgio’s long-term aspirations involve ongoing innovation in sustainable practices that include a commitment to exploring and adopting new eco-friendly materials to further reduce its ecological footprint and actively contributing to industry-wide initiatives that champion environmental responsibility.
“We’re also building a strong tech-backed fashion brand to ensure supply and demand are smartly managed to reduce wastage. We aspire to be a catalyst for positive change in the broader fashion industry,” Amar stated.
Whilst concluding on whether Virgio has any specific goals that it aims to achieve in its journey towards circular fashion, Amar said, “We aim to be one of the biggest names in the fashion industry from India to have disrupted the fashion space by making trendy fashion to become earth-friendly.”
RETAILSCAPEAR: What unique business strategies have you implemented to stand out in the highly competitive industry? AN: We have managed to break through the notion that sustainable fashion cannot be affordable and fast fashion cannot be responsibly done. By ensuring trendy styles are available in the right fabrics, with great obsession on fit and finish, we’ve truly been able to catch the buyer’s attention. The right price point has been a key driver in connecting to GenConscious buyers and we’re seeing immense appreciation from them. Virgio prioritises efficiency in the supply chain, works directly with ethical manufacturers and focuses on minimising waste throughout the production process. We also handle end-to-end operations on our own – right from sourcing fabrics to manufacturing it with partners which ensures costs are optimised at every level. AR: What, according to you, is driving consumption in fashion categories in the Indian market? AN: Pop culture media plays a major role in how the young generation dresses up. But there are a lot of buyers who value Indian art forms and are looking for authentic homegrown brands. Fit and functionality like having pockets is also one key factor that determines women buyer’s buying decisions in India. AR: What do you have to say about the consumer’s shift in perception from quantity AN: Most brands and platforms now scream discounts and the continuous influx of such call-outs have made buyers more aware of their buying patterns. They are noticing the gaps in the market where buying more at cheaper price is getting them cheap clothes that do not have the right finish and do not look premium. Hence demand for quality fabric, fit and finish is increasing. This gives homegrown conscious brands a huge opportunity. Consumer awareness and demand for sustainable fashion have surged, prompting a notable shift in the industry towards ethical and eco-friendly practices. |
