The Comeback of Handloom: Why Gen-Z Is Driving Demand for Sustainable Textiles

India’s handloom industry, one of the oldest in the world, is finding a new wave of patrons, not from tradition-bound elders, but from Gen-Z. Young consumers in metros and smaller towns are rediscovering fabrics like khadi, ikat, and jamdani, blending heritage with a modern, sustainable lifestyle.

What once carried the image of government showrooms and ethnic days at college is now a part of everyday wear, thanks to social media and homegrown fashion startups. Instagram pages showcasing slow fashion, reels on styling khadi jackets with sneakers, or ikat dresses with minimal accessories have made handloom aspirational again.

The numbers back the trend. According to the Ministry of Textiles, India’s handloom exports grew by nearly 20 percent in 2024, with a sharp rise in orders from e-commerce platforms. Domestic sales too have surged, with brands like Fabindia, Khadi India, and newer labels such as Okhai or Raw Mango witnessing younger clientele.

What appeals most to Gen-Z is sustainability. Fast fashion’s environmental toll is well-documented, and handloom offers a conscious alternative, fabrics woven with minimal energy use, often from natural dyes, and produced in small batches that support artisans directly. The “story” behind each weave — whether it’s an ikat from Telangana or khadi from Gujarat, adds emotional value.

At the same time, collaborations between designers and weavers are re-inventing silhouettes. Handloom saris are being repurposed into dresses, jackets, and jumpsuits, meeting the demand for both heritage and trend.

In a world flooded with mass-produced clothes, Gen-Z’s tilt toward handloom isn’t just nostalgia, it’s a statement of identity, sustainability, and pride in India’s textile legacy.