ImagesMagUK_December_2020

IS ECOWEAR www.images-magazine.com 50 images DECEMBER 2020 given its branding an update, including fresh logos, and has also developed a new website – but it’s the one that demonstrates beyond doubt how Mantis has never waivered from its initial aim of offering ethical, sustainable garments. Founder and CEO Prama Bhardwaj started the company in 2000 after working for two years in the industry and becoming bored, she says, with “basic T-shirts which all looked similar with very few options for women or more fashionable, high quality styles. The only differentiators seemed to be price or what sort of stitching or gsm the fabric had.” Prama and Shadi Jian-Zibaee, an old school friend, launched Mantis World, working on it in the evenings and weekends. “Very quickly we realised there was a huge demand and we quit our day jobs to work on Mantis World full-time,” she explains. One of Prama’s heroes when she was starting out was Anita Roddick, the founder of The Body Shop. “I wanted to create the same for our industry,” she recalls. “However, when I started talking about ethical production, I was either indulged O ne of the most innovative launches at the beginning of this year was the impact calculator from Mantis World. Designed to allow customers to easily discover the environmental ‘cost’ of their sustainable Mantis garment versus its conventionally made equivalent, it’s a clever tool that makes it clear how a consumer’s individual choices really do have an impact on the wider world. The impact calculator was just one part of the brand’s introductions for 2020 as it celebrates its 20th anniversary – Mantis World has also As Mantis celebrates two decades of responsibly produced garments, founder Prama Bhardwaj discusses how a sustainable outlook has gone from being seen as ‘not commercial’ to a must-have for all brands Ready for impact The premium Superstar range of hoodies and sweats features soft peach-finish heavyweight fleece Prama Bhardwaj set up Mantis 20 years ago and ignored or I would be seen as an idealist and therefore not commercial. I remember being told I was ‘too nice’ or ‘a liberal’ – I don’t think they were meant as compliments! Things have changed so much as business leaders are now not simply focused on profit and sales growth, but they also have to talk about their behaviour.” There is much more awareness in 2020 of sustainable and ethical production than there was in 2000, along with a much wider choice of sustainable garments. “Our goal has been to take sustainability from the niche to the norm, and this cannot happen without customers having a wide choice,” states Prama. “So we welcome the introduction of more sustainable options by many brands.” The rise in responsible consumers A big change in the industry in the past two decades has been the rise in ecommerce and online retail brands (a trend that has further accelerated during 2020 thanks to the coronavirus pandemic). Prama reports that those operating in this market are more