Introducing trends while paying due attention to the environment
Fashion trends refer to the fashion-related behavior of people at large. We often hear 2 terms in association, i.e. trend & style. Now when an individual chooses to wear a certain type of attire, it’s his/her personal choice & style but when the notion for that attire is accepted by the mass population, it becomes a trend. Trends guide the fashion industry. It’s a matter of days that a trend that was so much into fashion, becomes outdated or gets replaced with an upgraded version. While all the new trends look quite fascinating & appealing, we forget the other side of the coin, that is the damage these trends are imposing.
Trends & social media have changed the dynamics of fashion over the past few years. With social media & the internet by our side, it just takes an hour for a video or photo to go viral, thus creating buzz. All this has lead to the fast fashion industry. The prior generations believed in sustainability, thus never let the fast fashion industry take over. They always thought about the long-term consequences of their decisions & hence chose wisely. While today, the decisions are made as of there is no future. Living your life to the fullest has been wrongly mingled with “Apna har din ese jiyo jese ki aakhri ho”. While the concept is still to live your life to the fullest but that doesn’t mean at the cost of your environment & the future generation. People have forgotten the fact that there are generations supposed to lead a life ahead of us.
In this fast racing world, we as a brand have established our beliefs & practices in an opposite direction. We tend to bring back sustainability as a factor while making decisions in today’s life. That is where we lay our focus. Our brand strives to deliver products that are both sustainable & keep up with the trend. Most of our fabrics are hand weaved by our artisans who have been practicing this art over generations, thus attaining perfection. The colors are sourced naturally, to give the fabric a more pure essence. The designs are all hand block prints from different parts of the country, showcasing the culture & practices of their region.
Our collections revolve around nature, to give an essence of purity & solace.
We believe in restoring back sustainability in our lives to lead a better tomorrow. Clothes are an everyday essential, if a person can choose sustainability in this aspect, other aspects are bound to follow.