IF YOU’RE LOOKING for an organic and handcrafted sustainable label to stock up on bags, beanies, pouches, or other crafty wearables, you need to hear about Hyderabad-based label Atrangi. The brand, which has found an incredible resonance with the younger crowd owing to its line of hempbased products, is coming up with some of the most current accessory and lifestyle items in the market. It also has a huge focus on curating a recycled assortment of products from around the globe.
Hemp or industrial hemp is a fibre that is basically a strain of the Cannabis Sativa plant and is also one of the fastest-growing plants, hence it’s much more usable than cotton. In case you’re wondering, hemp has an especially low concentration of tetrahydrocannabinol (THC), and a higher level of cannabidiol (CBD), and has no psychoactive effects whatsoever. You may have come across Atrangi’s impressive range of Tibetan Prayer Flag rolls, which can also be used for decor purposes and is a huge hit with the brand’s customers. Atrangi’s global connect is no surprise, as the idea behind the label was conceptualised by the owners on a holiday. Gautam Sharma, who co-owns the label with his wife Parinita, tells us that it was during a holiday to Goa, that he realised how handmade, unique pieces have a niche of their own. “We were strolling through the vibrant streets of a local flea market in North Goa.
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A young woman approached us with an ‘Atrangi’ earring. The weave looked intricate with each thread colourspun to perfection around a brown loop made from coconut shell. We were fascinated to know that she had spent an entire week on creating the perfect weave to make this beautiful earring. She sold it to us at quite a low price. That evening, I caught a glimpse of the earring on Pari’s ear and pondered over the effort the woman put into creating the trinket. It was a one-of-a-kind piece and we wondered if the artist would have got a better price for it if she wasn’t in a desperate situation. That was kind of the inception of Atrangi,” Gautam tells us. He also tells us that Atrangi uses handwoven hemp that can be upcycled; it is a cost-effective and eco-friendly choice over cotton because less water and land is required for the same produce. Hemp is strong and durable, and hemp cultivation requires little or no use of pesticides. Atrangi also has a trendy collection of crochet shopping bags, which are a huge hit in the global street style circuit. Their handcrafted jewellery collection has amazing tribal-inspired pieces featuring macrame, fish bones and Afro beads. The brand’s latest outing is a limited edition collection of colourful dreadlock beanies, which is taking social media by storm, and only costs `1,600. You’ll also find coconut shell bags, intricately designed wooden boxes, sterling silver jewellery, jholas, backpacks, rucksacks, and many more items.
Bags and pouches from `300 to `1,999. Metal art range from `8,500 to `25,000