Sustainability Stitched In: Many Frocks is a brand trusted by India’s Parents!
Meet the Founder - Shilpi Datta Som
Shilpi Datta Som is a climate entrepreneur and sustainable fashion innovator, best known as the founder and design lead of Many Frocks, a sustainable kidswear brand. With a passion for reducing waste and promoting eco-friendly practices in the fashion industry, Shilpi has been recognized as a leading voice in sustainable kids' fashion. Shilpi began at the age of eight when she started designing kids' clothing using deadstock fabric – luxury fabrics in good condition or almost not used at all that may end up in landfills. After completing her MBA, Shilpi worked in the banking and insurance sectors before launching Many Frocks in 2015 with an initial investment of just a few thousand.
Shilpi’s Many Frocks, worked with Mattel, the parent company of Barbie, for five years, designing and manufacturing products for them. However, Shilpi mentions that her values and interests shifted towards sustainability during this time, and she eventually moved away from working with fast fashion brands like Mattel. Under Shilpi’s leadership, Many Frocks has become a renowned brand in sustainable kidswear, known for its comfortable, eco-friendly, and culturally-inspired designs trusted by over 2 lac parents. The brand has received numerous awards and recognition, including Emerging Women Entrepreneur of the Year in 2023 by India SME Forum, Disruptor of the Year by SheThePeople, Best Ethnicwear Designer in 2019 by IKFW in Dubai, Top 100 Womennovators of India by COWE/US Consulate/ KGP Advisors, and Mompreneur of the Year in 2020 by Inspire Beyond Motherhood.
Shilpi’s expertise in sustainable fashion has been acknowledged by leading organizations, including Niti Aayog, which has supported Many Frocks in its mission to promote sustainable fashion practices. Through her work, Shilpi aims to empower artisans, preserve cultural crafts, promote zero-waste fashion practices and importantly give parents luxury comfort wear for their children. Her influence extends beyond the fashion industry, inspiring a new generation of entrepreneurs and consumers to prioritize sustainability and environmental responsibility.
In this interview, we speak with Shilpi Datta Som, the founder of Many Frocks, a sustainable fashion brand for kids. Shilpi shares her journey, her approach to sustainable fashion, and her vision for the future.
MOSAIC: Can you tell us about your journey in sustainable fashion?
Shilpi: I started my journey sustainably when I was eight years old. I was interested in kids’ fashion and wanted to use deadstock fabric. My mother taught me how to cut and stitch, and I would accompany her to the market to select fabrics. It was in 2015, that I started my brand, Many Frocks, with an initial investment of a few hundred rupees. Initially, the main challenge I faced was finding a team that aligned with my vision. It took me three years to build a team that shared my passion for sustainability.
MOSAIC: How do you source your fabrics?
Shilpi: We source deadstock fabric from unorganized markets. We do a quality check to ensure that the fabric is soft and skin-friendly. We then design our products around the available fabric, rather than producing new fabric, if you know, dead stock fabrics are good quality and luxury fabrics that were intended for some orders but just lie around unused and ultimately thrown into landfills. So using deadstock we are ensuring responsible consumption and sending a message of saving fabrics that will otherwise turn to waste.
MOSAIC: What inspired you to focus on sustainable fashion for kids?
Shilpi: As a mother, I was concerned about the environmental impact of the fashion industry, we understand how fashion contributes to the degradation of lands and rivers. Moreover, I realized that kids’ clothing is often made from synthetic materials that are not biodegradable and not even good for them. I wanted to create a brand that would provide sustainable and comfortable clothing options for kids – this is Many Frocks a conscious and care-centered brand.
MOSAIC: Can you tell us about your design process?
Shilpi: Sure, like I said the design process is focused around comfort and sustainability. We design clothes that are like a second skin to children, allowing them to run around freely. Many brands make fancy clothes for children, and simply iron-out the sequins and glitter onto fabrics and kids’ clothes, is not safe for them and irritates their skin and can cause rashes. We use natural fabrics, avoid harsh chemicals, and ensure that our clothes are free from toxic materials or dyes. The cuts, the inner layers, use of materials are all a well-thought ensemble – our children’s clothing is easy to wear not uncomfortable designs hindering movement or comfort.
MOSAIC: How do you balance sustainability with affordability?
Shilpi: We believe that sustainability should not come at a premium price – it is all about finding resources that work for your brand. We source our fabrics at a competitive cost, which enables us to offer our products at an affordable price point. We also focus on creating timeless designs that can be worn multiple times, reducing the need for frequent purchases.
MOSAIC: How do you incorporate regional elements into your designs?
Shilpi: We are one of the first brands to launch ethnic frocks – again making occasion wear that is comfortable unlike the brands out in the market. When designing clothes for children aged 0-5, incorporating regional elements can be challenging due to the limited space on the garment. However, we contemporize traditional art forms to make them suitable for kids’ wear. Using Aari embroidery or Assamese weave we bring in fun designs such as rabbits and butterflies. We also use soft threads for embroidery instead of golden zari to ensure comfort for the child’s skin.
MOSAIC: What advice would you give to parents who want to make more sustainable fashion choices for their kids?
Shilpi: I would advise parents to prioritize comfort and sustainability when choosing clothes for their kids. Look for natural fabrics, avoid harsh chemicals, and opt for timeless designs that can be worn multiple times. Also, consider buying second-hand or swapping clothes with friends and family. Parents of young children are starting a new journey with their kids, and if it can have sustainability at its core then that would be wonderful for children and the planet.
MOSAIC: How do you measure the environmental impact of your brand?
Shilpi: We measure our environmental impact by tracking our carbon footprint, water usage, and waste reduction. We’ve been able to save around 6,000 kgs of CO2 and utilise 2,000,000 square metres of fashion industry surplus. We’ve also created 72 direct jobs and 150 indirect jobs. When infusing ethnic elements into our designs we discovered most of the embroidery work being done by women who are not paid well or do not have decent work conditions. So we are constantly looking at empowering the segment so fashion can be a solid reason for happy stories and livelihoods. We want to focus on training and skill development through our products and focus on sustainable development goals – our constant endeavour is to emphasize climate action, responsible consumption and innovation. We’re committed to transparency and accountability, and we strive to continuously improve our sustainability practices.
MOSAIC: What’s next for Many Frocks?
Shilpi: With sincere focus on creating a sustainable value system, we are working with multiple clusters – across diverse stakeholders from investors, to designers, partners, marketed through influencers, techies, and promote don various digital spaces. Next, we want to go with retail stores. With marketing are efforts are not aggressive but driven with our customers trust and loyalty – and this is where we want to focus in the long-term.
Also we’re excited about two new initiatives on our website: manyfrocks.com; launching deadstock fabrics at reasonable prices for individuals and small boutique owners, and introducing pre-loved clothing, where consumers can return our products and receive a discount coupon. Our long-term vision is to be India’s leading eco-conscious kids’ wear brand. Also, exploring new markets, developing new products, and strengthening our commitment to sustainability. We believe that fashion can be a force for good, and we’re committed to making a positive impact on the environment and society.