Royal Enfield has announced the launch of its Conscious Collection, a new line of apparel developed under the brand’s Green Pursuit initiative. The collection reflects the company's ongoing efforts to incorporate sustainable practices into its business, with a focus on reducing environmental impact through the use of recycled and natural materials.
The Conscious Collection includes garments made from a mix of recycled fabrics, organic cotton, natural dyes, and a newly developed fibre known as HimGra—produced from Himalayan grass. The collection features earthy tones, with dyes sourced from tea leaves, pomegranate rind, acacia catechu, and other natural origins. Labels, tags and packaging are also derived from organic sources and are designed for reuse.
Yadvinder Singh Guleria, Chief Commercial Officer at Royal Enfield, said: “The Green Pursuit is an initiative that focuses on giving back to the environment while continuing our pursuit of ‘Pure Motorcycling’. With the Conscious Collection, we embrace intentional, purpose-driven craftsmanship, taking from nature only what can be mindfully used. It’s a small but meaningful step toward giving back to the earth, not just by reducing waste, but by reimagining it into something new.”
The new apparel line includes three fabric compositions:
- A 30% cotton and 70% recycled cotton single jersey knit
- A 60% recycled cotton and 40% polyester pique knit
- A woven fabric made from 22% HimGra and 78% cotton
The items are priced starting at INR 1600 and are available in four colours—beige, green, off-white, and mauve—each dyed using natural materials.
According to Royal Enfield, HimGra is produced using patented waterless fibre processing and does not require cultivation or seeds, distinguishing it from other fibres such as hemp and bamboo. The recycled materials used in the collection include plastic bottles, pre-consumer textile waste, and other discarded fibres.
India generates approximately 9.3 million tonnes of plastic waste annually, accounting for around one-fifth of the global total. Royal Enfield stated that the Conscious Collection is a step towards reducing waste and transforming discarded materials into useful products.
