MUMBAI: Turtle, a lifestyle brand has made swift strides in becoming a popular menswear brand in India.  And in the process, the corporate has continuously strived to match the attributes of a turtle which has a tough outlook but soft and sensitive inside; lives long; never forgets its roots; can survive on land and in water and highly depends on its natural surroundings and its ecological system.

 
Hence apart from making the finest apparel, it has relentlessly endeavored to explore avenues to conserve nature and serve its surrounding in a collective effort.  Taking this a step ahead, Turtle today initiated a social movement – #IDroppedMyClothes - a nationwide movement for the betterment of underprivileged community.

 
The campaign makes an appeal to all individual's in association with Goonj to be socially responsible by donating their clothes at any of the Turtle stores across the country.  Also, they can help this initiative become a nationwide movement by posting their donation with a picture or video on the social media with (hashtag) #idroppedmyclothes and nominating their friends/family to do the same.

 
According to Turtle director Shitanshu Jhunjhunwalla “The format of this campaign is such that the noble cause of donating clothes to underprivileged can also be a fun activity for people. I would request everyone to be a part of this. Every person who donates will be eligible for free points added to their membership card which can be redeemed on their purchase.”

 
At the end of the campaign all the collected clothes will be donated to underprivileged across the country through Goonj which is a non-governmental organization working in 21 states across India in disaster relief, humanitarian aid and community development.

 
Turtle has been engaging in various efforts to support similar social causes through their CSR campaigns. They are actively involved in the conservation of endangered species of turtles across India for many years and recently entered into a partnership with TSA to support the conservation of freshwater turtles around the world to help shape a better, more sustainable community under its CSR philosophy. Turtle’s strong belief in ‘Earth’ and the preservation of the environment has fuelled many such initiatives, one of which is promoting the hand-spun and hand-woven, eco-friendly Khadi fabric with its premium and Limited Edition Khadi collection that would benefit the weavers and their families.