Kolkata,
West Bengal (India) : Purely Femme
emerges as a noteworthy intimate wear brand in a market driven by synthetic
materials and fast fashion. The brand has been redefining the market standards
of its customers through its commitment to providing premium quality lingerie
that comes with sustainability and women empowerment. Purely Femme
connects with modern women searching for stylish and premium lingerie that will
also align with their sustainability concerns.
Purely Femme achieved a significant milestone
in its journey of producing sustainable and accessible quality intimate wear
when it received the GOTS or Global Organic Textile Standards certification
from International Certification & Inspection UK LTD. (ICI-UK) on 5th
December 2024. The company directly secured 78 quintals of organic cotton in
the Kharif season of 2024, from the cotton farmers in Haryana that were
approved by these international bodies, after meeting them on 21st, November.
This validates the efforts of the company towards quality and sustainability.
Purely Femme also got its ISO 9001:2015
certification from the International Accreditation Forum on 24th December,
further strengthening its reputation for producing excellent quality products
while meeting national and international standards. All these efforts have also
made them a member of the APEDA, Govt. of India, authorising their import and
export of organic cotton on 23, December, 2024. The company's 360-degree
sustainable model starts from the grassroots level. The company invests in
women's empowerment and education programs, such as its initiative in Gujarat's
Dhari district on 2nd October, where the brand carried out its sanitary napkin
awareness program and skill development campaigns for female cotton thread
producers.
The founder trio of Debashis, Sangeeta, and
Bharti, with their different perspectives and backgrounds, add diverse
qualities to the brand. Debashis utilised his expertise to set up the
business's e-commerce platform. Sangeeta’s knack for design and understanding
the demands of female customers allowed her to understand fashion requirements.
Lastly, Bharti’s life experiences of coming from the tribal region of Ramgarh,
Jharkhand and her understanding of the requirements among these communities
helped her frame the sustainability initiatives for the brand.
Purely Femme includes bras, panties, bikinis,
nightwear and other sets made with premium materials like satin, silk,
microfibre and organic cotton. The brand promotes environmental sustainability
by using biodegradable packaging.
Unlike other intimate wear brands, Purely
Femme aims to empower women and incorporate social and environmental
sustainability initiatives. Its purpose goes beyond producing quality lingerie
for women. As co-founder Sangeeta says, “Through Purely Femme, we are building
a movement that celebrates women's confidence instead of being just an intimate
wear brand.”
Purely
Femme brings about new changes in the intimate wear industry by combining
comfort, quality, and elegant designs with social and environmental
sustainability. This way, they speak to conscious customers who no longer have
to compromise on anything when selecting their favourite lingerie.