Effy

Ensures fair living wage for producers

Discloses the community being impacted

Reduces the environmental impact

Reduces/Reuses/
Recycles resources

Made out of responsible materials

Avoids use of chemicals or toxic materials

Uses portion of proceeds to give back to the community

The name ‘Effy’ comes from the word ‘effervescent’ meaning lively and enthusiastic, which represents the vibrance and pep that the brand transpires through their clothing. Effy is armed to innovate products that are 100% ethical & sustainable. With their blend of modern ideas and rich experience, these women entrepreneurs are creating a niche with Effy, launching it as India’s first ever affordable organic fashion brand.

Purpose

The idea is to create a brand that would play a responsible part in saving the environment and build a sustainable future by making organic fashion affordable to the masses. The name ‘Effy’ comes from the word ‘effervescent’ meaning lively and enthusiastic, which represents the vibrance and pep that the brand transpires through their clothing. Effy is armed to innovate products that are 100% ethical & sustainable. With their blend of modern ideas and rich experience, these women entrepreneurs are creating a niche with Effy, launching it as India’s first ever affordable organic fashion brand.

People

For each ‘SHE’ (in-house brand of their parent company, Sona Enterprises) garment sold, the company undertakes to contribute an amount towards the welfare of the girl child in India. They have selected a prominent organization called ‘Plan India Foundation’. Their plan “Because I Am A Girl” (BIAG) is the plan that Effy contributes towards, thereby enriching the lives by many abused and neglected girl children. Through their Trust, we fund the education of all our employees’ children. They are working with several vendors in Mumbai and Tirupur which comes to about 500 people, thereby supporting their business and livelihood.

Planet

GOTS certified organic cotton is used to manufacture Effy loungewear collections. It uses less water compared to traditional cotton & is grown organically without using any harmful chemicals and pesticides. This helps in saving the soil’s nutrients and can be harvested for a much longer time. Modal fabric is used for Effy Sleep collection. It also uses less water, upto 10 times, than cotton fabric, during it’s production process. It’s a very durable garment that survives many wash cycles. AZO free and Phthalate free dyes are used for all of the fabrics. Their silhouettes are timeless (against fast fashion), which is their attempt to have the least number of Effy products ending up in landfills. They use bio-degradable and compostable packing bags.