From rice sacks to the runway, how fashion is fighting to rebrand jute

Fashion brands are trying to be more sustainable. More environmental materials are now the choice pick. Photo: Fendi

From the boutiques of Christian Dior to royal wedding favours, jute is growing in popularity worldwide as demand for alternatives to plastic soars, with experts predicting the bag industry alone will be worth more than US$3bil (RM12.6bil) by 2024.

India is desperate to capitalise on this consumer shift and seize the opportunity to revive its flagging industry, expanding it from sacks and gunny bags to fashion.