27 Mar 2019 | Views : 140   |
Exhibition on April 5th & 6th, 2019
Venue: Indi Collage, E-23, Ground Floor, Hauz Khas Main Market Delhi, India 110016
Sustainable, Green Fashion, Slow Fashion, Revival are some words being used very commonly today by most Designers, Retailers, New age fashion bloggers & Social Media Fashionistas!
The question then is: what really is Sustainable Fashion?
Is just making fabric on handlooms called sustainable? Or is it working with local craft? Is it the usage of eco friendly raw material & minimum use of our fossil fuels? Or is it the story of its origin? Is it selling directly from artisan to customer? Is it recycling & up cycling? Or is it the usage of technology?
What does sustainable Fashion mean for us?
Growing our cotton directly, with no middlemen involved, using traditional knowledge of organic farming, ginning our own cotton and spinning it to our requirement, dyeing the yarns where the effluent is treated, designing as per our customers’ needs, hand weaving using local artisans and working regularly season on season with our other craftsmen & women, telling the story behind our label and giving recognition to those hands that worked on it.
This has been our journey of 10 years & yet, we are at a Crossroad.
How do you fight climate change? How do you retain heritage seeds? How do you get people who are not interested in their tradition get interested in it? How do you ensure that they feel pride in what they do? How do you delink caste from craft? How do you get women artisans to hold onto the purse strings? How do you break free from vote bank politics? How do you make your customers understand the cost of an original ‘made by hand’? How not to lose out to mass made and machine made? How to hold on to original versus the copies? How to make fashion 'conscious'? How do you make traditional seem fashionable?
Our sustainability lies in the answer to the above.
This stark reality juxtaposes with our latest colourful collection of sari’s ‘CROSSROADS’.
We believe that fashion needs to be contemporary & timeless. This was something understood by the weavers of Tamilnadu more than a100 years ago when they made & exported ‘MADRAS CHECKS’ the world over.
Living in the backdrop of the Western Ghats in the scenic Anaimalais near Coimbatore, we enjoy the bounty of nature around us. Lush farmlands, coconut trees, the often seen gentle giants, the pride of the Anaimalais- the Asiatic Elephants & the sight of the colourful birds both endemic & migratory help us unwind and relax.
This season we take inspiration from the lines, angles & blocks of the iconic 'MADRAS CHECKS' & the colours of the ‘Birds of the Anamalais & Coimbatore’ to create a line of fresh colourful sarees with unique weaves and textures.
Fresh off the loom, light and bright, these saris are perfect for a whole day in office or a fun day with friends.
Made By Hand- an Ethicus Initiative
Hand woven on looms in Pollachi & enriched with the hand painting, block printing, tie & dye and delicate embroidery by Award winning traditional Artisans in Andhra Pradesh, Kutch & Lucknow we bring to Mumbai - Kalamkari, Ajrakh, Bandhani & Chikankari by Ethicus.
About the Brand
‘Ethicus’- India’s first Organic & Sustainable Fashion Brand, is a farm to fashion story established by the husband & wife duo of Mani Chinnaswamy & Vijayalakshmi Nachiar. The main objective has been to grow the finest of Ecologic Cotton and produce textiles using tradition of handloom weaving to make our heritage fashionable.
Indi Collage, E-23, Ground Floor Hauz Khas Main Market, Delhi, India 110016.
Date: 5th & 6th April 2019
Day: Friday & Saturday.
Time: 11.00 am to 7.00 pm.
The Invite: Please do consider this a personal invite & do drop by. It will be a pleasure to meet with you.