India, April 21 -- A few years ago, circular fashion was a niche buzzword whispered at sustainability conferences and tucked into Instagram captions of a few. Today, it has made its way into Indian wardrobes. Interestingly, Indian D2C brands are trying to lead this revolution.

A key example is Bengaluru-based D2C menswear brand, Snitch, which integrated sustainable fashion platform Relove into its website in 2024. With this partnership, the brand allows its customers to resell used Snitch articles and buy authenticated pre-owned ones. Similarly, One Less is designing single‑fibre basics with a planned buy‑back scheme in the pipeline that nudges the brand into a closed‑loop system.

Some brands are good examples of susta...