As India is reclaiming its traditional roots in the global fashion space, many brands are now introducing traditional textiles to the urban market. Originating from Indian states, their clothing made of organic fabrics propagates greener choices. The handloom industry is almost etymological to distinct cultural identities and has played an important part in both historical developments as well as in the expanding influence of traditional designs. Moreover, it is the need of the hour to revamp our fast-paced fashion cycles, and welcome brands pioneering slow fashion that promotes ethical lifestyle choices.
Here are two homegrown brands incorporating Indian textiles from Jharkhand within their collections, to help you shop more mindfully.
A contemporary fashion label that aims to create a conscious clothing experience while also experimenting with traditional Indian textiles. Gulachin, was founded by Shruti Shreshta, a young designer who hopes to reshape the industry with a modern touch of conscious practices. She also wants to provide a sense of comfort, belonging and confidence by creating products rooted in cultural heritage. The range of clothing incorporates Jharkhand woven textiles and Santhal saree cloth to create festive wear, casual wear, and formal wear. The main motive of the brand is to contemporise and reshape the face of traditional textiles.
An ethical and sustainable streetwear brand launched in 2020, Johargram is supporting and reviving ancient indigenous crafts by promoting the rich textiles of Jharkhand. It aims to popularize the traditional medium by adding value to the ecosystem. Seeped in cultural influences, their products are natural, craft based, contemporary and affordable. The brand offers premium quality while maintaining an effortless youthful spirit. The founder and creative head, Ashish Satyavrat Sahu, holds immense love for Jharkhandi culture and aims to bring the crafts and textiles of the state to the fore.
These brands are carving out a new space in the fashion industry, one that is both relevant and a means to empower local artisans. It only makes sense for us as consumers to become a part of the revolution and embrace conscious brands.
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