Sustainable fashion takes root among Odisha’s urban youth

A shift in fashion preferences is sweeping through Odisha’s youth, as increasing numbers of students and young professionals are embracing sustainable clothing choices. Motivated by environmental awareness and a desire to support local craftsmanship, they are moving away from mass-produced fashion towards handloom, thrift, and eco-conscious labels.

Thrift and Handloom Become Fashion Staples

In urban centres like Bhubaneswar and Cuttack, weekend flea markets, pop-up thrift shops, and online resale platforms have surged in popularity. College students are choosing second-hand sarees, natural-dyed kurtas, and upcycled accessories over fast fashion brands. Odisha’s heritage textiles — including Sambalpuri, Kotpad, and Bomkai — are being repurposed into contemporary styles, drawing attention from influencers and local designers alike.

Changing Consumer Behaviour Drives Innovation

The growing popularity of sustainability is also reflected in changing consumer behaviour. More buyers now prioritise garment longevity, ethical sourcing, and carbon footprint when making purchases. Several homegrown start-ups have emerged to meet this demand, focusing on eco-friendly fabrics and transparent supply chains.

Education and Social Media Push Awareness

Fashion educators note that this is more than a passing trend. Workshops on textile sustainability, slow fashion seminars, and zero-waste tailoring courses are becoming common on college campuses. Odisha’s fashion colleges have also introduced modules on responsible design and heritage revival.

In parallel, social media continues to fuel the movement. Fashion influencers who promote handloom styling and conscious fashion hacks have built a dedicated following. Hashtags like #SlowStyleOdisha and #WearLocal are gaining traction among Gen Z audiences.

This grassroots change is not only helping reduce textile waste but also revitalising Odisha’s traditional weaving communities. As more young people opt for fashion with purpose, the state is witnessing a cultural and economic shift towards clothing that is ethical, expressive, and environmentally sound.