Our traditional crafts and practices are emblematic of the unique approach taken towards fashion in South Asia. Clothing is produced within a conscious cycle that assures zero wastage and safeguards the environment from any unnecessary harm. Despite its noble origins many local craft clusters are struggling to sustain and are forced to close shop with the boom of power looms. This dynamic is leading to excessive production, causing growing landfills and pollution. Additionally talented artisans are pushed away from the world of design, hence resulting in a loss of historically famous handloom practices.
A homegrown label, ‘Erode Clothing', is making a significant impact on the lives of local weavers and contributing to the preservation of their indigenous crafts. The weavers from Erode region of Tamil Nadu, have faced numerous challenges over the years. Unfortunately, the rich heritage of Jamakkalam, an indigenous fabric, is on the verge of extinction. The weavers behind this extraordinary craft have not only faced economic hardships but also a lack of recognition for their exceptional skills.
However the independent brand has bravely fought to preserve their traditional craft in the face of modernisation and changing consumer preferences. Erode Clothing has taken it upon themselves to champion these weavers and their craft. Moving forward with the belief that their creativity and craftsmanship deserve a wider audience and appreciation. Their first collection, ‘Jimikkalam’ is a perfect fusion of the iconic musician Jimi Hendrix and the traditional Jamakkalam fabric.
By combining the essence of Jimi Hendrix's revolutionary spirit with the intricate beauty of Jamakkalam, they aim to create a unique blend that pays homage to both art forms. The brand is single handedly celebrating the vibrant colours, patterns and history of Jamakkalam, further ensuring that this precious craft continues to thrive and gain the recognition it deserves.
Explore the collection here.
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