ODE by Oindrila and Arka is a sustainable local brand from Kolkata. With the purpose of communicating through fashion and encouraging local craftsmanship, ODE strives to put forward the language of sustainable and minimal fashion to the global market. Their first seasonless collection, ‘Borno’ is exemplary of the slow fashion movement which gained steam in the last decade. It stands in stark contrast to fast fashion, which has been associated with the exploitation of environmental resources, low-quality production, as well as labour rights exploitation in the world. One of the many appalling creations of global capitalism, the fast fashion industry with its practice of churning out seasonal collections every year has come under criticism from many quarters in the last few years.
It is especially true at a time when the world is reeling under a pandemic which has detracted from the attraction that the fast fashion industry once held. The COVID-19 pandemic has resulted in massive layoffs in all industries, including the fashion industry which usually relies on sustained hands-on labour. This has happened due to the drastic plummeting of demand for clothing, leading to a halt in the production of new collections. Therefore, sustainability as an idea has come to occupy an even wider significance/ centre-stage in a pandemic-ridden world where jobs are suddenly scarce, and manufacturing is at an all-time low.
It is time that we take a step back and put a check on mindless consumption, which has become a normal part of our day-to-day lives. Reassessing our consumption habits in the midst of a global pandemic is the least we can do as a community to conserve both our environmental and financial reserves, and ensure the welfare of the society in general.
ODE’s seasonless collection, Borno caters to the need of the hour by weaving a new language of sustainability through their collection. They have incorporated elements of mother nature and the Bengali script on their clothing to capture the ethos of their city. By embroidering Bangla typography on the garments, the new collection by ODE attempts to acknowledge Bengali culture and their medium of expression. Creating awareness about Bengal’s local artistry and creativity remains the major driving force behind this initiative.
To add to the context, ‘borno’ is the Bengali alphabet, and subsequently, the building block of the Bengali language. Without borno, there is no Bangla, and without Bangla, there is no expression. Through these engravings, the collection aims to associate these little signs and symbols of the language to the larger culture and artistic expression of Bengal.
The collection embodies the real essence of ‘a sustainable and a conscious fashion’ brand by putting in careful thought and attention to details, rather than going on a mass-producing spree.
The colours take you back to the time you really spent time with yourself in the valleys.They remind you of the summer evenings and the smell of wet grass, the insects chirping, and that first sip of the cardamom tea. Borno is about all things minimal, natural and sustainable. They use fabrics like cotton, mulmul, Tussar silk, and Matka silk which are comfortable enough to be used throughout the year. The cuts are flowy, breezy, and comfortable. Each thread is dyed with natural dyes from vegetable peels, fruits, flowers and all things natural. The more intricate details would be the specially curated Dokra crafts on the garments with a communication aspect to it. Borno, the first step to the Bangla(Bengali) language, is new, raw, simple and happens naturally.
You can check out their Instagram here.
Here’s a link to their first film on the collection.
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