At a time when the young are obsessed with their Zara dresses and H&M backpacks, there are brands that are breaking the norm and embracing their traditional roots. Indian textiles and crafts go way back, having found mentions of handspun cotton and weaving techniques in the Rigveda as well. This craft has managed to stand the test of time for one simple reason, we make from what we grow. India has an abundance of raw materials like cotton, wool, silk, jute and many more. The designers who engage in keeping the art from disappearing are acting on logic, in turn giving local artisans and seamstresses their shot at the limelight.
This Independence Day, we take a look at some of the youngest brands in the industry right now who are on a quest to revive this craft and bring it to the mainstream. Their efforts towards achieving sustainable fashion for all have not lost on us. Let's show them some love, shall we!
Dedicated to developing textiles in clusters with artisans across the country, Amrich is a brand with the dreamiest of aesthetic to its designs. Made of fantastic patterns through a variety of handspun-techniques and the artisans who see them through perfection, this brand is a sight for sore eyes.
POPxo Recommends: Red hand-woven silk dress with trench coat (Rs 36,050)
At first sight, em & shi looks like a story out of a picture book. Their crafts merge global design aesthetic combined with the efforts of Indian craftsmen. At the core, the label is a social and ethical workshop in Jaipur, but you can be sure that their designs will end at your doorstep with the utmost ease!
POPxo Recommends: Rose one shoulder jumpsuit (Rs 8,900)
Emboldened by the idea of converting Indian crafts to easy-to-wear western clothing, Dressfolk's main aim is to add the essence of the country into our wardrobes. You will find inspiration from many of the Indian crafts in every collection of this brand, their look and silhouettes giving you a sense of the simpler times.
POPxo Recommends: Easy fit dress with Magyar sleeves (Rs 3,200)
A vision in comfortable clothing, designer Shweta Tantia believes in working with the textiles and weaves of Bengal. Their designs are clean and simple, organic clothing that is perfect for the harsh climate of India.
POPxo Recommends: Uraya Pleated Dress (Rs 9,650)
A favourite at The Indian Textile Day at Lakme Fashion Week, the label is popular for its use of Indian textiles and promoting Indian sensibilities through their designs. Founder Shruti Sancheti works with weaver centres for development and sourcing and is currently working with INDRAYANI (Maharashtra State Handloom Board) for reviving weaves of the region.
POPxo Recommends: Peasant style gathered check printed maxi dress (Rs 16,800)
With the foundation built on a young textile design graduate Sreya, the label is on a mission of reinventing the age-old beauty of Kantha from Bengal along with the revival of handwoven khadi fabric. The love and passion of artisans from Bengal can be seen in the simplicity of its designs and emotions of the silhouettes.
The young talent, Gauri Verma and Karuna Laungani, behind this brand, have one thing in common... their love for travel. It is this love for regional art that gives birth to the many geographically-placed collections of the brand. Relying heavily on hand block printing, fans of bold colours and loud patterns will love this brand!
AWESOME NEWS! POPxo SHOP is now Open! Get 25% off on all the super fun mugs, phone covers, cushions, laptop sleeves, and more! Use coupon code POPXOFIRST.