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Our Philosophy


Our Values - Handloom

Recognised as the most eco-friendly way of producing clothes, a 'handloom' is a loom that is used to weave cloth without the use of any electricity. The fabric woven out of hand spun yarn on handlooms is called “khadi”, while mill spun yarn woven on handlooms are called “handloom” fabrics. This age-old technique occupies a place of greatness in India’s cultural heritage. Today, India has more than 500 specialised handloom weaving clusters spread across the country. We take great pride in working with some of these clusters and doing our bit to ensure they sustain their livelihood and we can provide clothes that are environmentally conscious.  

Our Values - Natural Dyes
Natural dyes are colorants that have been derived from natural sources. While most come from plants and are extracted from leaves, flowers, roots and wood, there are also a variety that can be derived from mineral compounds and invertebrates. Before synthetic dyes were developed, natural dyes were the only source of colour and completely environmentally friendly. Natural Indigo is among the oldest dyes to be used for textile dyeing and printing. Along with indigo, we use a range of natural dyes in our clothes like sandalwood and tulsi.
Our Values - Medicinal Textiles
With the advent of artificially manufactured fabrics, there is also an increasing need for textiles that are natural and safe for your skin. We create a holistic blend of organic cotton and curative ayurvedic herbs like Tulsi, Sandalwood and Neem to produce clothes that heal. Wearing them is a therapeutic experience for your skin. While Tulsi is considered as a holy herb and is known to relieve stress in the body, red sandalwood is a tree known for its cleansing properties and its ability to purify the blood. Neem, as we all know, is renowned for its healing powers.

 

Our Values - Hand-block Print

An ancient technique that makes use of wooden blocks to imprint hand carved designs on fabric and paper, hand-block printing is one of the most sought-after craft forms in India. A typical hand-block print fabric takes around seven to ten days. The motifs they carry are usually inspired from nature, rural life and Indian mythology. The colours used for printing are usually derived from plants and minerals native to the subcontinent. We work with hand-block clusters around the country and make sure to encourage craftsmen to continue pursuing their skill.

Our Values - Organic Cotton

Organic cotton is grown using methods and materials that have a low impact on the environment. It is the most skin-friendly, health-friendly and environmentally-friendly textile in the world. What makes it different from normal cotton production is that it is made by natural processes and doesn’t rely on artificial fertilizers. This means the soil it grows in stays uncontaminated. We made a conscious choice of turning into an organic brand years ago and hasn’t looked back since.

Our Values - Zero Waste

The fashion industry is known for its wastage. It is common knowledge that this is the largest polluting industry in the world. Due to this, there is an increase in upcycled products in the market because people are constantly looking for sustainable alternatives. Upcycling is reusing a material without degrading its quality and composition for its next use. We create art wear with resources that are traditionally considered as waste. For us, fashion is a zero waste space.

 COMMUNITY CENTERED DESIGN

Community centered design believes that the solution to most of today’s challenges come from the power of communities, where people collectively work together to achieve desirable results. We have joined hands with various communities for our social initiatives in order to help them grow economically and achieve an overall holistic development. Our projects like SmallSteps and Tsunamika are examples of work done to empower communities and women.