In this spring, Ethicus is presenting an exhibition – “Crossroads Fashion” at Hauz Khas, New Delhi on 5th and 6th April, 2019. Ethicusis an ethical, sustainable “Farm to Fashion” brand that connects everyone in the value chain, from the farmer right up to the end consumer.
‘CROSSROADS Fashion’ – The Exhibition
We believe that fashion needs to be contemporary & timeless. This was something understood by the weavers of Tamil Nadu more than a 100 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, they enjoy the bounty of nature around them. 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 to unwind and relax.
This season Ethicus takes inspiration from the lines, angles & blocks of the iconic ‘Madras Checks‘ the timeless fashion fabric from South India and 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
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. Their main objective has been to grow the finest of Ecologic Cotton and produce textiles using tradition of handloom weaving to make our heritage fashionable.
‘Made by Hand’ is an Ethicus Initiative to collaborate with other textile traditions. At Ethicus, each product is a handcrafted masterpiece, beautifully designed with intricate textures using a wide range of eco-friendly colours. 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 Ethicus brings to Delhi – Kalamkari, Ajrakh, Bandhani & Chikankari by Ethicus.
Sustainable Fashion Redefined by Ethicus
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!
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? Then what exactly is Sustainable Fashion?
Here is a Q&A with Vijayalakshmi Nachiar of Ethicus expressing her version of sustainable fashion.
What does sustainable Fashion mean for you at Ethicus?
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’.