Fashion startups creating a name for Indian craft & design

05 September 2022, Mumbai:

Small fashion start-ups with a keen eye for design and sustainability are making their mark on the fashion industry in India and abroad and creating a name for Indian design using local artisans and fabrics.

Hut Mentality is a brand shining a light on Indian artisans from the Rann of Kutch, with colorful, exquisitely embroidered clothes with a western flair. The hand-embroidered corset tops with their trademark dramatic sleeves give back to the lost art of Indian handloom, using textiles and crafts that have been passed down through several generations of artisans. Produced in small batches, there are imperfections and differences in each piece, making them human and completely unique.

Jaipur-based menswear label Harago keeps in mind ancient textile techniques and cultural craftsmanship with lightweight genderless button-downs and shorts made from breezy materials.

Eka promotes an ethos of comfortable, lived-in staples made of natural fiber that surpass seasons, age, cultures and shapes. Fluid cuts and natural fabrics with thoughtful details give a personal and timeless touch. Eka is designed from start to finish with reflective technical know-how and craft processes using hand block printing and tailored jacquard weaves.

Anavila is known for hand woven linen saris, with a minimalistic twist. Working with weavers from West Bengal, the brand creates luxury saris using a blend of linen and zari, as well as motifs like hand-blocked prints, plaid, and stripes.

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