Cotton accounts for almost 40% of global textile production and the industry supports an estimated 250 million livelihoods. Statistical data shows that only 12% of the world?s cotton is currently classed as sustainable. Consumer and brand demand for Eco/Green clothing is growing, but this must be matched in production volumes. There is hardly any research to understand the importance and role of eco denims variants and its contribution towards making casual wear as a choice of fashion for youth & in a way empowering the people specially farmers at the grassroots level of supply chain that are involved in the manufacturing of eco clothing. Looking to the remarkable importance of the subject present research work was planned with two objectives. (1) To identify the awareness level for eco-denim among consumers. (2) To assess the knowledge of eco-denim production technique among cotton growing farmers. 50 cotton growing farmers and 50 consumers were included for data collection. Information was collected through personal interview schedule. It was concluded that: Sizeable consumers (Apprx.75%) are aware that organic / eco denims are fabrics that can be made from natural fibers like cotton, Jute, Hemp, Linen etc., and its processing is hazardous chemical free. Sizeable consumers (Apprx.60%) are open to shift to sustainable options e.g. Khadi denim (Hand Spun & Hand Woven) in future depending upon it?s nearby & easy availability & it?s comparative costs vis-?-vis non eco products. Over 80% of farmers interviewed are interested in learning about technologies of cotton farming for eco denim production. Eco Denims are unleashing options and solutions for a growing number of cotton farmers by providing skill upgradation training, access to information and links to market partners, These are the small steps that will lead to not only sustainable, but regenerative agriculture that will support thriving and resilient communities & contributing towards making Eco/Green clothing as a choice of fashion.