A significant portion of India’s indigenous tribes is known to promote and preserve natural dyeing and handloom techniques that are rapidly disappearing in a world consumed by fast fashion. In the wake of the sustainable and ethical fashion wave currently sweeping across the country, smaller, homegrown brands are innovating ways in order to preserve the craft of their communities as well as for their sustenance.
Inspired by the sentiments of community living and togetherness, an upcoming homegrown label is uplifting Adivasi craft communities through its eclectic designs. ‘Tega Collective’ derives its name from the Telugu word for ‘family’ as a means of expressing its advocacy of Adivasi empowerment and the proliferation of disappearing art forms from South-Asian indigenous tribal groups.
Founded by designer and creative head, Niha Elety, the brand is set to go live on the 20th of July, 2022 with a range of garments that blend the vibrance, cultural relevance and traditional art form of various South Indian tribal communities that are at risk of displacement.
Through its proceeds, the brand has also created a distinct wealth distribution model that allows a certain percentage of the profits to be directly contributed to the communities that this brand supports and to disassemble traditional hierarchies of power and profit.
To know more about Tega and contribute towards its cause, click here.
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