Of the numerous revivalist, eco-conscious and craft-centric brands that have come out of Gujarat, one can count Vraj:Bhoomi as one of the most notable. Founded by Bhoomi Dani and Priyam Shah, the Ahmedabad-based label focuses on the Ajrakh printing technique that uses natural dyes derived from gum, madder and indigo. Since their launch, the duo has been collaborating with craftsmen in Kutch to create dresses, tunic, tops and kurtas that, up until a month ago, sold through concept stores and exhibitions around the country. Now, Vraj:Bhoomi has gone the way of many an indie-label, think Jodi and The Pot Plant, and set up its own e-boutique. “Due to multiple shows back to back, it was becoming difficult to cater to all our clientele, so an e-store seemed like a smart move,” says Priyam.
While there are numerous labels that work with weavers and artisans, one quality that sets Vraj:Bhoomi apart is their production process. “Unlike the commercial production process, the idea of an outfit at Vraj:bhoomi doesn’t start at design level — it begins as a shared effort between the designer and the craftsmen,” Priyam informs us. The website offers visitors the backstory of the brand and a glimpse into the lives of the ‘storytellers’ — Priyam and Bhoomi.
The ‘Shop’ tab is classified into clothing (tops, kurtas & tunics , dresses, trousers, overlays), footwear (brogues, loafers, slip ons) and accessories (yardage, stoles & scarves), while their ‘Blog’ focuses on articles related to sustain-ability, the ajrakh craft and their latest collections. “We want visitors to know that our brand is Indian yet unconventional. We’ve designed the website with that in mind,” he tells us.
Deep blue indigo and rich madder red shades dominate their Spring Summer 2017 collection, Tula (Sanskrit for ‘balance’), which is exclusively available on their site. Shining the light on ajrakh, the designers have kept the cuts and silhouettes clean, classic and minimalistic. There’s also a focus on earth-toned hues such as brown, tan, warm grey and burgundy. The prints too are rare (think raindrops and pyramids), and the use of tassels on dresses and tunics lends a touch of whimsy.
Though ajrakh has been their focus for a long time now, Priyam shares that they do plan to experiment with other Indian crafts too. “We would love to explore the intricate hand embroideries and beautiful hand weaves as well,” he says. But for now, they aim to collaborate with more stores and organise more pop-ups for their clients in Bengaluru.
Yardage Rs.295 upwards, apparel Rs.1,800 upwards. Details: vrajbhoomi.in