An Initiative to provide ethical fashion while rendering Indian textiles in global aesthetics.

• Making ethical fashion go main-stream.

• Promote authentic craft techniques done without shortcuts and by indigenous clusters - Involve craft communities from rural / marginalised areas instead of migrant labour. Not degrade / mechanise the quality and process of manual craft techniques (Primarily - Khadi, Handloom weaving, Phulkari embroidery, Block printing and Natural dyeing).

• Use processes that are manual or low on carbon footprint and are not impacting or degrading the environment.

• Timeless products - High product quality and classic aesthetics.

• Encourage consumers to shop quality over quantity. Make them understand the value of making things last by providing products that actually would defy trend changes and remain a classic.

• Fashion & Textile Industry is the second largest polluter globally.  

• Machines replaced humans post-industrialisation. Employment dropped 4.1% mostly affecting 66.86% Indians of rural India.

• Decline in handicraft techniques – Increasing demand for cheaper and refined machine-made goods made hand crafted techniques seems slow and orthodox.

• Migration & unemployment – With diminishing production of handicrafts, artisans migrate from their native land to urban cities to earn livelihood in other work roles rather than practicing their craft and letting their special skills go waste. They live in distraught in shanty urban slums while over-burdening resources within a small geography. Hence we manufacture with organizations that ensure skill development and livelihood to such artisans. This discourages migration and encourages the future generations to learn these skills. Artisans, hence, enjoys better quality of life with their family in their own native land.

• Carbon Footprint - 'Use & Throw' behaviour in linear economy pollutes at every step. To avoid / reduce pollution we use only natural raw material that is certified organic, unbleached and un-dyed or contains very low level of synthetic / harmful chemicals for products and packaging. Consume least amount of electric energy by mostly involving manual processes or 100% solar powered machines.

• Introspect - Shop wisely - Buy what you need, not what you want.

• Check your carbon footprint.

• Know you will survive without buying that extra piece of clothing just to make a better impression. People will, truly, still like you for who you are and how you are to them.

• Buy the brands that are more responsible, ask questions, seek answers.

• Be more concerned about the humans and environment than technology. Moderation is the key.