From khadi to ikat, Sustain focuses on Indian crafts this summer
Good Earth's apparel brand has lunched six new collections
At first glance, the new summer collection from Sustain, Good Earth’s apparel label, is an interplay of textures, hues and cuts. But a longer and deeper look reveals that it’s actually a study of contrasting craft and weaving traditions from various parts of India. So don’t be surprised if you find yourself choosing from coarse khadi kurtas, wispy Chanderi dupattas, graphic ikat saris and light mulmul dresses. “We’ve always created collections with an aim to cater to all our customers’ needs, be it casual, day or evening wear. Keeping that in mind, this season too, we’ve released six new lines – Rozana, Kaavi, Haiku of The Ren, Najma, Nargees and Noor,” shares Deepshikha Khanna, head of product development.
Each line champions a different craft technique. For instance, Kaavi brings together Chanderi and khadi cotton, while Haiku takes inspiration from the traditional poetry form to create layered outfits that are easy to wear, comfortable and light. Crafted from khadi naturally dyed with indigo, madder and charcoal, Rozana is perfect for daily wear. Najma, comprising a range of tunics, trousers, jackets and pajamas, is far more vibrant with a colour palette that’s a heady mix of emerald green, deep purple, rani pink and navy blue.
The fine Bengali textile, jamdani finds its way into the Nargees collection, while Noor focuses on the Lucknowi Chikankari work, which, here, is done on white handspun, handwoven muslin khadi. “We’ve consciously moved away from asymmetrical silhouettes. While our cuts are not tailored they are all very flattering,” says Deepshikha, and adds that they have also started crafting garments keeping a younger demographic in mind.
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