Sustainable fashion brand Earthwear expanded its footprint in the city and opened its third outlet at Lake View Road near Ballygunge Cultural Club. Aesthetically done with natural elements like wicker baskets, bamboo and rope, the 1,000sq ft store has been strategically divided with spacious trial rooms for easy retail therapy. The stock includes handcrafted apparel for the modern Indian woman like dresses, tunics, tops, kurtas, co-ord sets, saris, dupattas, stoles, bottoms and skirts in hand-block prints, handwoven fabrics and hand embroideries. From khadi and jamdani fabrics of Bengal to dabu, bagru and ajrakh block prints of Rajasthan and Gujarat, the edit will entice fashionistas who lean towards organic and traditional weaves of India. There are also sections dedicated to grass bags and coasters, fine reed mats, wooden platters, ceramic bowls and dokra artefacts.
Earthwear founder Vineeta Ganeriwala Gupta said, “Earthwear’s aim is to breathe in the beauty of ancient traditions yet constantly evolve and capture the sensibilities of a global audience in the segment of affordable sustainable fashion. The collections go beyond seasons and bring out the beauty of heritage in a modern avatar, the versatile silhouettes fitting every occasion and purpose, whether it be daywear, work wear, brunch wear or eveningwear.”
The Indo-western section stocks printed kurtas in organic fabrics and stoles for everyday wear
There’s also a corner for dokra art
The store has been tastefully done with bamboos, and wicker basket light elevating the retail space
The store also stocks some aesthetically crafted kitchenware
Vineeta Ganeriwala Gupta poses with co-founder Manav Gupta
What: Earthwear
Where: 14B, Lake View Road (near Ballygunge Cultural Club)
Timings: 11am to 8pm
Pictures: B Halder