22 December 2022, Mumbai
Women’swear brand The Summer House has used khadi in an exclusive collection.
The Summer House’s khadi denim collection is not dyed and showcases the natural white hue of the textile. The brand’s jeans have a relaxed fit and are designed to be dressed up or down. The khadi denim line is part of The Summer House’s wider push towards sustainable production.
The movement is also in line with the Make in India campaign to boost domestic production in textiles and other industries and its push to boost sustainability in the fashion industry. Unlike most fabrics that develop from handloom to power loom, khadi denim goes from factories to handloom.
The brand wants people to associate khadi with luxury since something that has been diligently done thread after thread, weave after weave is luxurious. High-end designers can bring a luxury tag but a very small per cent of the population shops from designers. Khadi sales have been growing in India. This is true across segments, fabric, readymade garments or solar vastra.
During the last five years, khadi sales have seen a quantum jump every year. Khadi production has also jumped.Aggressive marketing and growing interest in khadi products have been the biggest drivers of the sales.
