Fashion Value Chain-MAY-JUNE 2023

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May - June 2023 Volume: 2 Issue: 3
|
FASHION
FORECASTING
FASHION
FORECASTING

Cover Story
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CONTENTS
22
56
44
Collection Story Cluster Special
The Designer Bomber Jackets by
Mai.co.in: Where Sustainability
Meets Style
The Elegance of Kerala
Kasavu Saree: A Blend of
Tradition and Beauty
Editorial
Fashion Forecasting: Leveraging Trends to Drive Production
and Sales 06
UPCOMING EVENTS 08
Cover Story
Fashion Forecasting: Leveraging Trends to Drive Production
and Sales 10
Corporate Speaks
Gokul Tex Prints: Revolutionizing the Textile Industry
through Innovation and Sustainability 14
Gargi by PNGS: When 200 Years of Legacy Meet Passion
and Technology 16
The Green Initiative: Story of The Harra Label 19
TIGC: A Sustainable Fast Fashion Brand Redefining Men’s
Wear in India 22
Retail Update
Ways in Which Small and Mid-size Retail Business Owners
can Protect their Bottom Line and Build Sustainable
Practices 26
Sustainability
Organic Revolution: Benefits of Having Natural Fibres in
Your Wardrobe Environment 28
Regional Special
SAREES OF MAHARASTRA 30
Trend in View
The Dopamine Dressing Trend Spreads Happiness through
Fashion 38
Fashion Flashback: How Gen-Z is Rocking Early Retro and
00’s Trends with a Modern Twist 40
Fashion Week
MET GALA 46
People of Fashion
Miuccia Prada: A Fashion Visionary 52
Fibre Story
EcoVero by Lenzing: A Sustainable Fibre for a Greener
Future 54
Material Story
The Luxurious Elegance of Cashmere: Unveiling the Secrets
of this Timeless Fabric 58
Market Report
Apparel Trade Scenario in Key Global Markets and India 60
AI Branding
Necrobrands: The Future of AI-Driven Businesses 62
4
Made-to-Order Occasion
Wear: Story of Urban
Suburban
Brand Story
Advertisements Index
Raysil 02
Real Silk Industries 03
Parekh Agency 05
Radhakrishna Agency 07
Natwest 09
D Badami 13
Amith Garment 46
Krisha 51
FVC Digital Media Package 63
Raymond 64

7
www.textilevaluechain.com
June 2017
Textile Agent
317, Cosmos Platinum, 3rd Floor, Gokhale Road (south), Dadar (west),Mumbai – 400028.
Ph:- 24301555/24361555/24371555
Email : - rmking555@gmail.com
Parekh Agencies
Parekh Associates
Garment Agent
40,Bhangwadi Shopping Arcade, 1st Floor, Kalbadevi Road,Mumbai - 400 002, Maharashtra, INDIA
Tel : +91-22-2201 1111 / 2205 5555 / 2207 3555
Email : txking555@gmail.com
Mr. Shailesh Parekh - M: 9820055506
Mr. Ritesh Shah - M: 9320055506 / 9820629406
Mr. Arpit Jain - M: 9324488888
Mr. Ketan Dattani - M: 9820186888
Mr. Ashish Niwate - M: 9820456445
Mr. Rajan Parekh - M: 9930955506
7
June 2017
Textile Agent
Ph:- 24301555/24361555/24371555
Parekh Agencies
Parekh Associates
Garment Agent
Tel : +91-22-2201 1111 / 2205 5555 / 2207 3555
Mr. Ritesh Shah - M: 9320055506 / 9820629406
7
June 2017
Textile Agent
Ph:- 24301555/24361555/24371555
Parekh Agencies
Parekh Associates
Garment Agent
Tel : +91-22-2201 1111 / 2205 5555 / 2207 3555
Mr. Ritesh Shah - M: 9320055506 / 9820629406

6
In the fast-paced world of fashion, staying ahead of the curve is essential for garment
manufacturers. One of the key tools they rely on is fashion forecasting. By analysing
consumer preferences, cultural shifts, and market trends, fashion forecasting enables
manufacturers to make informed decisions that drive production and boost sales. In this
story, we delve into the world of fashion forecasting and explore how it plays a vital role
in shaping the industry.
The Art and Science of Fashion Forecasting:
Understanding the concept of fashion forecasting and its significance in the industry.
The role of trend analysts, researchers, and fashion experts in predicting future fashion
trends.
Exploring the methodologies and tools used in fashion forecasting, including market
research, trend analysis, and data analytics.
How forecasting extends beyond clothing to encompass accessories, colours, textures,
and overall design aesthetics.
Unveiling the Trends: Insights into Consumer Preferences:
Delving into consumer behaviour and its influence on fashion trends.
Examining the factors that shape consumer preferences, such as social media, celebrities,
cultural shifts, and lifestyle changes.
Highlighting the importance of understanding diverse consumer segments and their
specific fashion choices.
Case studies showcasing successful fashion forecasts that have resonated with consumers.
Bridging the Gap: Fashion Forecasting and Production:
Exploring how fashion forecasting impacts the entire production process, from design to
manufacturing.
How fashion forecasts guide designers and manufacturers in creating collections that
align with upcoming trends.
The importance of collaborating with suppliers, fabric manufacturers, and craftsmen to
bring forecasted trends to life.
The challenges of balancing creative expression with commercial viability in the
production process.
Driving Sales: Leveraging Fashion Forecasts in Marketing and Retail
Mr. Hrushikesh Takbhate
Fashion Forecasting:
Leveraging Trends to Drive
Production and Sales
Editorial
EDITORIAL TEAM
Ms. Jigna Shah
Editor-in-chief
Mr. Hrushikesh Takbhate
Fashion Editor
Ms. Gargi Dandegaonkar
Editorial Assistant
Mr. Asif Khan
Creative Designer
MARKETING AND
ADVERISING ENQUIRY
Mr. Mohammad Tanweer
Mob. 9167986305
E-mail: sales@textilevaluechain.com

7
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8
UPCOMINGEVENTS
18th- 21th July | Mumbai, India
77TH NATIONAL GARMENT FAIR
https://cmai.in/fairs-events/77th-national-garment-fair/
19th- 21th July | New Delhi, India
COSMOHOME TECH EXPO
https://www.cosmotechexpoindia.com/
28th- 30th July | Mumbai, India
FASHION JALSA EXHIBITION
https://www.eventalways.com/fashion-jalsa-exhibition
26th-28th July | Shangai, China
DOMOTEX ASIA/ CHINAFLOOR 2023
https://www.domotexasiachinafloor.com/
26th- 29th July | Vietnam.
Saigon Fabric 2023 – Summer Vietnam
Saigon Fabric Garment Industry Expo
http://sgnfab.com/en/
27th – 29th July |New Delhi, India
Gifts World Expo
https://www.giftsworldexpo.com/
28th-30th August | Shangai, China
August Yarn Expo
https://yarn-expo-autumn.hk.messefrankfurt.com/shanghai/en.html

9
NatWest Incorporation is a leading player in the Indian market for Garment CAD CAM Solutions. With over a decade
of experience in the Indian market, NatWest has established itself as a trusted organization known for its exceptional
service and product quality.
Market Leader for over the past 5 years, NatWest has significantly increased its presence and market share, capturing
the majority of the market. This demonstrates their expertise and commitment to delivering top-notch solutions.
NatWest has a strategic partnership with WINDA Technology Limited, a Hong Kong-based company specializing in
developing innovative garment CAD/CAM systems. This partnership enhances NatWest's capabilities and ensures that
they stay at the forefront of technological advancements in the industry.
Experience state-of-the-art technology with NatWest CAD/CAM Solutions. With their exceptional track record, user-
friendly solutions, and strategic partnerships, NatWest is the perfect partner to help you bring your garment designs to
life.
Contact NatWest today for a consultation and customized proposal. Trust the experts in Garment CAD CAM Solutions.
F/102, Ranjit Studio Compound, DSP Road, Dadar (East), Mumbai – 400014.
Tel: 022 2418 3382/ 4973 7819
Harish K : 9819247872 / Akshay K : 9833273819
harish@natwestinc.com; akshay@natwestinc.com

10
Cover Story
Fashion forecasting is the process of predicting upcoming
fashion trends, colours, fabrics, and styles that will be popular
in the future. It is a global career that focuses on upcoming
fashion trends. The fashion industry is one of the biggest
in the world, generating billions of dollars in annual sales.
Companies are always releasing top products into the market
to ensure that the fashion needs of both existing and potential
customers are met without compromise. Such releases
couldn’t have been possible without proper forecasting.
Techniques for Fashion Forecasting
There are several techniques for fashion forecasting,
including:
Judgemental technique: This technique involves the use of
expert opinions and intuition to predict upcoming trends.
Qualitative technique: This technique involves the use of
focus groups, surveys, and interviews to gather information
about consumer preferences and behaviours.
Time series analysis technique: This technique involves the
analysis of historical data to identify patterns and trends.
by Hrushikesh Takbhate
Summary: Fashion forecasting is a crucial
process in the fashion industry that involves
predicting upcoming trends, colours, fabrics,
and styles to meet consumer demands and drive
production and sales. This article highlights the
techniques used in fashion forecasting, including
judgmental, qualitative, time series analysis, simi-
lar-product, and artificial intelligence techniques.
It emphasizes the importance of fashion
forecasting in staying ahead of competitors,
understanding consumer preferences, and
optimizing business operations. The article also
explores success stories of fashion forecasting, the
impact of technology on the process, and the role
of social media in trend prediction and consumer
insights. Overall, fashion forecasting is a powerful
tool that enables businesses to anticipate market
trends and create collections that resonate with
their target audience.
Fashion Forecasting:
Leveraging Trends to
Drive Production and Sales

11
Similar-product technique: This technique
involves the analysis of similar products to
identify trends and patterns.
Artificial Intelligence (AI) technique: This
technique involves the use of AI to analyze vast
amounts of customer data to better understand
customer needs and preferences, allowing
businesses to develop and position products that
are more likely to resonate with target customers.
Importance of Fashion Forecasting
Fashion forecasting is important for several
reasons. It helps businesses to:
Stay ahead of competitors by making the
right forecasts about upcoming trends in their
respective niches.
Understand what their target audience will likely
find appealing over a given period. Create fashion
collections that leave a lasting impression.
Gain valuable insights into consumer and market
behaviors Optimize order quantities, and stock
levels, and store shipment allocations.
Fashion Forecasting Success Stories
Several fashion forecasting success stories
exist. For example, F-Trend’s megatrend, “The
Ripples,” which they forecasted during the 2014
Feb-March month, got validated at Fendi’s
Autumn Winter show at Milan. Spanish clothing
and accessories retailer, Zara, has 2,100 stores
in 88 countries and is known for its fast fashion.
Zara uses fashion forecasting to stay ahead of
competitors by predicting demand at the store
and SKU level, optimizing order quantities, stock
levels, and store shipment allocations.
Impact of Technology on Fashion Forecasting
Technology has had a significant impact on
fashion forecasting. Digital tools and platforms
have revolutionized the way fashion forecasting
is done. Here are some ways technology has
impacted fashion forecasting:
Trend Prediction Tools: There are several trend
prediction tools available that can accelerate a
business’s fashion forecasting process. These
tools can predict fashion trends such as styling
techniques, colours, and fabric textures, which
have the potential to spark fashion buyers’
demand so that their brand stays on top of the
competition.
Big Data Analytics: Big data analytics is
assisting fashion firms in their marketing efforts.
Big data provides vital information to designers,
allowing them to build things that will sell well.
By analysing vast amounts of customer data,
businesses can better understand customer needs
and preferences, allowing them to develop and
Big data analytics
is assisting
fashion firms in
their marketing
efforts. Big data
provides vital
information
to designers,
allowing them to
build things that
will sell well.

12
Cover Story
position products that are more likely to resonate with target
customers.
Artificial Intelligence (AI): AI is being used to analyse vast
amounts of customer data to better understand customer
needs and preferences, allowing businesses to develop and
position products that are more likely to resonate with target
customers.
AI-powered solutions like Heuritech help businesses to
anticipate customers’ expectations and stay ahead of the
fashion and luxury industries.
Social Media: Social media platforms like Instagram,
Pinterest, and TikTok have become important tools for fashion
forecasting. Fashion brands and designers can use these
platforms to track consumer preferences and behavioural
patterns and better analyse retail success compared to
conventional statistical tools.
Machine Learning: Machine learning is being used to build
sales forecast models by analysing pre-processed data. This
helps businesses to make better decisions based on reliable
forecasts.
Social Media’s Impact on Fashion Forecasting:
Social media has had a significant impact on fashion
forecasting, particularly in the area of trend prediction. Here
are some ways social media has impacted fashion forecasting:
Trend Prediction: Social media platforms like Instagram,
TikTok, and Pinterest have become important tools for fashion
forecasting. Fashion brands and designers can use these
platforms to track consumer preferences and behavioural
patterns and better analyse retail success compared to
conventional statistical tools.
Social media captures people’s daily lives worldwide and has
evolved into a platform for increasing users to express their
fashion preferences and opinions. As a result, it provides a
natural outlet for study on trend analysis. Furthermore, data
from social media is enormous, diverse, closely related to the
fashion trend, and has a long-time span, making intelligent
large-scale fashion trend analysis conceivable and valuable
Influencer Marketing: Social media influencers have become
a significant factor in fashion forecasting. Influencers
with large followings can sway consumer preferences
and influence fashion trends. Brands can collaborate with
influencers to promote their products and gain insights into
consumer preferences
Consumer Insights: Social media provides valuable data on
consumer preferences and behaviours. By analysing vast
amounts of customer data, businesses can better understand
customer needs and preferences, allowing them to develop
and position products that are more likely to resonate with
target customers
Big Data Analytics: Big data analytics is assisting fashion
firms in their marketing efforts. By analysing vast amounts
of customer data, businesses can better understand customer
needs and preferences, allowing them to develop and position
products that are more likely to resonate with target customers
Machine Learning: Machine learning is being used to build
sales forecast models by analysing pre-processed data. This
helps businesses to make better decisions based on reliable
forecasts ¿¿
Social media platforms
like Instagram, TikTok,
and Pinterest have become
important tools for fashion
forecasting. Fashion brands
and designers can use
these platforms to track
consumer preferences and
behavioural patterns and
better analyse retail success
compared to conventional
statistical tools.

13
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14
Corporate Speaks
Can you tell us about your journey?
I was born in Hazaribagh, Jharkhand, from 1954 my family was in
the textile business, and in 1975 I started a new wholesale business
in Hazaribagh. I choose textile because it is a good industry. In
1978, I traveled across all Textile markets in India. Each state has
its own unique textile industry. After wandering around, I found
Surat as an innovative market with forward thinking. So, in 1993,
we opened a purchasing office here. In 2000 we started our own
trading and manufacturing unit here.
When we entered the market, the Surat market was synonymous
with synthetic. I was visiting Surat in 1975, so I knew the potential
of Surat from all angles. In 1975, there were only four varieties of
fabric, nylon and somewhat viscose. From ’75-’80 we were using
only that for dying and printing. In 1985, another 5-10 varieties of
fabric were introduced. The 80s saw the rise of polyester in terms
of quality reaching 40-50 varieties of fabric in a decade. In 2000,
I thought of utilizing Surat’s market potential by doing something
new. So, we started varieties of natural fabrics. Initially, we faced
some challenges in weaving due to the difference in the strengths of
Gokul Tex Prints: Revolutionizing the
Textile Industry through Innovation
and Sustainability
Summary:
In an exclusive interview with Mr. Subhash
Dhavan, Founder of Gokul Tex Prints,
Textile Value Chain explores the remarkable
journey of Gokul Tex Prints in the textile
industry. Starting as a wholesale business
in Hazaribagh, the company expanded its
operations to Surat, India’s innovative textile
market. Over the years, Gokul Tex Prints
introduced natural fabrics and collaborated
with industry giants like Asahi Kasei and
Aditya Birla group, promoting sustainability
and innovation. By adopting sustainable
manufacturing processes, leveraging market
trends, and actively exploring global markets,
Gokul Tex Prints has emerged as a leader in
the textile industry.

15
polyester and natural yarns. To sort out that it took us one
year to bring natural fabric weaving on the loom. After
that, we faced problems with dyeing and printing as it was
not a norm in the market at that time. When we solved that
problem, we faced some trouble at the marketing step as
at that time there was no company in Surat to whom we
can market.
So, we started a retail store chain called F Studio in
2002. Then we started to send our fabric to boutiques to
know their opinion. After their feedback, we improved our
products over time. In 2004, we became a development
partner with Birla Cellulose, and in 2005-6 we became
partners with Asahi Kasei. After that, our retail chain
gained traction as a lot of designers were using it.
Then we started another mission called D Designer
from 2006-2016, where Birla, Us, and Radio Mirchi ran
a program, inviting fashion designers from all over the
country. We would sort out around 4000 profiles to select
2000 and would give them 2-2 meters of fabric each, after
their initial tasks we would sort it out more to keep only
10 finalists. Then we would give them 100-100 meters of
fabric and do a fashion show with them.
We promoted natural fabrics throughout India with
initiatives like this. When we entered this market there
was not a single kg use of modal fabric, but now there
is usage of around 1000 tons of fabric. Birla Cellulose
grew its production 4 times. Century also doubled its
production. This cause a scarcity of yarn in India which
invited foreign countries such as China and Germany.
Surat today produced around 10 crore meters of fabric
monthly.
Can you tell us more about your collaboration with Asahi
Kasei and the Aditya Birla group?
Aditya Birla group is our partner for the last 10 years, we
did a lot of D Designer events with them. They saw a lot
of potential for the natural fabric industry that’s why they
also introduced Liva also. Asahi Kasei also supported us
and did partnerships in 5 cities, including Surat, Kolkata,
and Delhi.
How you prepared your manufacturing process for
sustainable production?
Firstly, we removed the chemical dyeing and switched to
pigment dyeing as it saves a lot of water. When we started
digital printing in 2005, it took 25% more water than
traditional printing. But now as we are using pigment
dyeing, we are saving 100% water consumption.
We start with yarn procuring, then we weave it in fabrics,
then we start the process of dyeing and printing, and
sometimes embroidery also. And as per the regional sales,
we process the orders. We tied up with major brands,
garments units, and exporters who source from us.
How do you keep track of new innovations and market
trends?
When we started, there were only four varieties in the
entire Surat, right now we make 10 varieties on our own
monthly. The market demands constant innovation, that’s
why we have a team of 40 textile designers for developing
new designs and product lines.
We analyze the market trends and plan accordingly our
future products. We study the material qualities of yarns
and choose the best raw material available to keep our
quality at market standard.
How do you market your products?
We do all kinds of products such as weaving, printing
such as block print, hand printing, etc. even though it
weakens our balance sheet because we get to innovate
and do new things. We do 6-8 processes in-house and we
sell wholesale and retail also.
In India, any textile division is in trouble right now as
earlier production was done on power-loom which was
less compared to today’s production on air-jet looms,
which has caused higher supply and low demand in
markets. So, when we did awareness in India it increased
the demand for our products in the natural fabric category.
We are now targeting the global market as natural fabrics
are in demand overseas. Earlier Indian companies were
not making export-quality fabrics due to the absence of
technology but now all are capable to manufacture the
export quality and quantity. We are also expanding in
dyeing and printing with new mills and technology.
We met with the textile secretary and talked to them about
globalization in the textile industry. We asked them for
a designer hub, a skilled labor institute, and Support in
foreign markets to study the market and culture. Keeping
the markets in mind, we are doing two exhibitions in
Dubai and Bangladesh to promote our products. ¿¿

16
Corporate Speaks
What inspired you to launch Gargi as an offshoot brand of P N Gadgil
Sons?
I joined P N Gadgil Sons right after completing my CA and CS,
and since then have spent the next 12 years learning the intricacies of
the business, starting with accounting and later working in marketing,
operations, and sales departments. As I learned more about the jewelry
business, I wanted to create a path-breaking entity that could transform
its vertical.
That’s when I identified a massive unaddressed demand for top-
quality fashion jewelry in India. The typical products available in the
market did not make the women and end consumers happy, and the
designs lacked quality or durability. I found the gap in the segment and
decided to launch Gargi by PNGS and embarked on the journey with
full support from the parent company. In a short period, we have built
a contemporary label guided by over a century of jewelry expertise.
Now, we aim to redefine how fashion jewelry is approached in India.
Can you tell us more about the unique shopping experience customers
can expect at Gargi’s new offline store in Vashi Sector 17, Navi
Mumbai?
So far, our products have been available online or at our own PNGS
stores. Gargi didn’t have a store of its own. Our Vashi store is our
first franchise unit and our first retail store. Study shows Indians love
to touch and feel their purchase, which is a step towards meeting our
consumers in person.
As expected, our store launch is giving the user interface experience to
the consumers, and this is something that you will see us do more.
How does Gargi differentiate itself from other fashion jewelry brands
Gargi by PNGS:
When 200 Years of Legacy
Meet Passion and Technology
Fashion Value Chain talked with
Mr. Aditya Modak, Co-founder,
‘Gargi’ by P N Gadgil Sons, in an
exclusive interview on the occasion
of the opening of the first retail
store of ‘Gargi’
Summary:
Recognizing the demand for
high-quality fashion jewelry, Gargi aims
to bridge the gap between low-quality,
disposable products and expensive gold
or diamond jewelry. The brand’s focus
on durability, craftsmanship, and the
use of sterling silver and brass sets it
apart from other fashion jewelry brands.
Gargi has recently opened its first offline
store in Vashi, Navi Mumbai, providing
customers with a unique shopping
experience and plans to expand its retail
footprint through shop-in-shop outlets
and franchise stores.

17
in the market?
Gargi by PNGS is a brand in its league compared
to other fashion jewelry labels. Firstly, close to
200 years of a rich legacy that mentors our brand
is unmatched. Secondly, fashion jewelry in India is
synonymous with cheap, low-quality products worn a
few times and either damaged or discarded without any
emotional attachment or pride in possessing such pieces.
The only other option for women is to wear expensive
gold or diamond jewelry, which obviously can’t be worn
daily and on every occasion. Gargi by PNGS is bridging
the gap by creating high-quality designer fashion jewelry
that can be worn for years and remains fashionable and
durable. Using 92.5% sterling silver and brass in our
products adds uniqueness; each piece has its own story to
tell and relate to.
What has been the response to Gargi’s shop-in-shop
stores in Shoppers Stop, and how has that informed your
expansion strategy?
We officially launched our first shop-in-shop outlet with
Shoppers Stop in April ‘23. We are currently in two outlets
of Shoppers Stop in Mumbai, and in the next few months,
we will be adding 4 to 5 new stores, Shoppers Stop.
Apart from that, we are present in 3 shops of PNGS in
Prabhadevi, Badlapur, and Dombivali.
What are your plans for expanding Gargi’s physical
retail footprint in the future?
We are aiming to become a major omnichannel brand.
We are exploring various retail options, including
shop-in-shop formats and company-owned and
franchise model outlets to accompany our retail
and e-commerce efforts. We are already present
in two shop-in-shop outlets in Mumbai, and
four to five such outlets will be opened this
year as a part of our recent collaboration
with Shoppers Stop. Further, we will
launch the first exclusive Gargi store
in Pune by the end of May ‘23. We will
continually focus on expanding our footprint
through different outlets across all three
categories, including franchise outlets.
How do you see Gargi evolving and growing
as a brand in the coming years?
Gargi was established to become a world-class
fashion jewelry label offering the right price, quality,
and style across various items such as necklaces,
chains, bracelets, finger rings, earrings, etc. We
already have a robust online presence and are working
towards establishing a pan-India retail network for our
products. We have been investing heavily in brand-building
exercises. Last December, we had a great IPO, and Gargi by
PNG is now listed as a public company on BSE, with our
stock growing steadily in recent months. We aim to achieve
a turnover of INR 100 crore plus by the end of the financial
year 2024-25.
What steps has Gargi taken to ensure sustainability and
ethical practices in its manufacturing and supply chain?
Our products are handcrafted and designed by karigars,
which is our way of ensuring that the craftsmanship
continues to thrive and survive. Our products are made
from 92.5 sterling silver, a recyclable metal. We ensure
that our Karigars are paid well, and we are on a quest to
revive old designs.
How important are social media and digital marketing
Our products are
handcrafted and
designed by karigars,
which is our way of ensuring
that the craftsmanship
continues to thrive and survive.
Our products are made from
92.5 sterling silver, a recyclable
metal. We ensure that our Karigars
are paid well, and we are on a quest
to revive old designs.

18
Corporate Speaks
for Gargi’s brand awareness and customer engagement?
As a digital-first fashion jewelry startup, social media
and digital marketing are our key enablers for us. We
have established a pan-India outreach and brand recall
through strong creative campaigns and interactions on
social media. We have also steadily leveraged search
engine marketing and optimization, and content marketing
to build brand awareness and traction. We have further
upped our investments in these channels, and even as
we go omnichannel with physical retail streams in the
years ahead, we will continue to rely on digital marketing
platforms heavily.
What advice would you give to aspiring entrepreneurs
looking to start their own fashion or jewelry brands?
It is a highly competitive segment, so I advise all aspirants
to deeply understand their customers, follow their
gut feelings, and keep an eye on the trends alongside
remaining true to their core values and work ethics.
Can you share any upcoming collections or collaborations
that customers can look forward to?
We plan to launch new collections every quarter. Our
Kaleida collection is out; these are prism-cut colorful
stone collections. This was perfect for the summers. By
the end of May, we plan to launch our new monsoon
collection. ¿¿
We have further
upped our investments in these
channels, and even as we go
omnichannel with physical retail
streams in the years ahead, we will
continue to rely on digital marketing
platforms heavily.

19
Can you tell us a little about yourself
and what inspired you to start The
Harra Label?
I always had a flair for fashion from
a very young age and loved to play
dress up. This urged me to pursue
a career in fashion and graduated
from Sophia’s design school in
Mumbai in 2012. After working in
the movie and advertising industry
for 2-2.5 years I realized I loved
designing clothes and wanted to
start my own label.
I started designing ethnic wear,
western wear, and wedding clothes
for men and women in 2015. My
passion for art led me to make
clothes for people for their special
occasions.
But I felt I needed to do more and
design for myself.
So in 2020 when we were all stuck
at home due to COVID I wanted to
make a difference and design more
consciously.
I have always been an
environmentally conscious person
and put in all efforts to adopt a zero
waste policy in my manufacturing
but, with The Harra Label, I do
more.
We not only use sustainable fabrics
but also practice environmentally
friendly techniques like natural
dyeing and printing.
Design is an entire process and we
at The Harra Label always believe
less is more in every way!
How did you become interested in
sustainable fashion and using natural
fabrics like hemp and bamboo?
I have always been conscious of the
fabric I use and have always been
interested in different textiles.
My husband, who is in the textile
industry, wanted to develop more
The Green Initiative:
Story of The Harra Label
Fashion Value Chain Talked with
Mrs. Srishti Mehta, Founder of
The Harra Label. Srishti is on
her Journey to Making India a
Sustainable Fashion Hub.
Summary:
The Harra Label uses sustainable
fabrics like hemp and bamboo
and adopts a zero-waste policy,
incorporating waste materials into
packaging and design details .The
brand also emphasizes ethical labor
practices and supports women in
rural areas .The founder believes
that sustainable fashion is the
future and aims to educate and
inspire Indian consumers to make
responsible choices

20
Corporate Speaks
sustainablefabrics.Wewerecloselyworkingtounderstand
what fabric we can produce and how sustainable fabrics
are the need of the hour.
So just before covid when he was developing hemp,
bamboo, and hemp blends I became more interested in
these fabrics and did my research as to how wearing these
garments can actually help the environment in a lot of
ways.
So in a way the year 2020, we tried and tested a lot of
the techniques and designs to finally launch our label in
December 2021.
What are some of the challenges you have faced in
promoting sustainable fashion in Mumbai and India?
Most people in India are not aware of hemp or any
sustainable fabric. Everyone is confused and thinks cotton
is a sustainable fabric, but cotton takes 2 times the amount
of water to grow, and also more pesticides deplete the soil.
The list can go on, so educating the Indian consumer is
the biggest challenge. As hemp is grown less than cotton,
it is more expensive than cotton and of course, polyester
blends are all cheaply available.
So hemp clothing is more expensive, but in a way less
expensive as it’s the most durable fabric in the world. So
you can buy less and save more.
How does The Harra Label ensure that its production
processes are environmentally friendly and sustainable?
We put in a lot of effort to adopt a zero-waste policy where
all waste materials are reused into packaging, and the
selvage cut from the fabric is used in design details. We
try and incorporate the waste fabric as applique work in
our designs.
Even the dying and printing done are all chemical-free or
made from natural dyes.
With every step we take, we make sure we do less harm to
the environment.
My team too gets their benefits and we practice ethical
labor laws.
Can you walk us through your design process, from
ideation to finished product?
For every collection, we come up with a theme or an
inspiration and work around it. We start with what’s the
trend of the season, what’s happening around us, and
what we can do which is easy breezy effortless but also
fashion-forward.
Our summer collection has all pop colors, neons, and
applique work - all a combination of trends and a love for
classic silhouettes.
We make sketches according to our inspiration and then
try different colors and textures on smaller swatches to
use them in the collection.
Every collection has 12-15 designs each for men and
women, we are soon planning to launch our kid’s wear
collection as well.
What are some of your most popular products, and why
do you think they resonate with customers?
Our most popular products are our hemp shirts, short
kurtas, and coord sets. These are available in plain colors,
digital prints, and eco prints.

21
Kurta sets or coord sets are super comfy and work well for
any type of day wear, loungewear, travel, or even resort
wear.
Some of our regular clients get hemp suits also made by
us. They are the perfect summer workwear, especially for
a tropical country like ours.
How does The Harra Label incorporate social
responsibility into its business model?
We use different techniques on our hemp fabrics for which
we encourage women from rural areas or women who can
work from their houses to help us make the textile and
earn money. We stand by women and encourage them to
work from wherever they are independent
Being a women entrepreneur, I know how difficult it has
been for me in the industry to grow and be where my label
is. Right from sourcing to hiring everything has been a
journey. My production and manufacturing team is a mix
of men and women, who come from all walks of life giving
equal opportunities to everyone. My core design team
is proudly an all-women team wherein some of my girls
don’t come with any formal fashion education.
What do you see as the future of sustainable fashion in
India and globally?
Sustainable fashion is the future - and the world is
switching slowly but not completely. Globally people do
want to make a difference and save our environment in
some way or the other, India has a long way to go. In
India, people need to be educated about what is hemp and
its benefits, whereas worldwide people are more aware
and responsible towards the environment.
India is a big market for sustainability, people are
switching slowly but surely steadily. We have all the
resources here, all we need to do is educate everyone in
the right direction.
Can you share any exciting upcoming projects or
collaborations for The Harra Label?
We have collaborated with a few lifestyle and body-
positive influencers.
Our men’s wear collection is available on
PerniasPopupShop.
We are working with a few content creators for our new
collection launches. And of course, we are amidst our
kids’wear design process.
Finally, what advice do you have for individuals looking to
make more sustainable fashion choices in their everyday
lives?
We believe in slow fashion and making responsible choices
while purchasing. We should see the fabric contents before
we buy anything and how we can decompose it. We should
think of how the garments are also disposed of before we
do so.
Everything we donate is also dumped into the landfill
hence it’s important to buy responsibility as well as
discard smartly. ¿¿
We use different techniques on
our hemp fabrics for which we
encourage women from rural areas
or women who can work from their
houses to help us make the textile
and earn money .We stand by
women and encourage them to work
from wherever they are independent

22
Corporate Speaks
Can you tell us about the origin story of TIGC? What
inspired you to start a fast fashion D2C men’s wear brand,
and how did you come up with the idea?
I come from a family of garment manufacturers, which
inspired me to pursue a career in the fashion industry. I
started off by organizing an exhibition of surplus branded
garments during my college days. To gain further technical
expertise, I worked at my uncle’s factory for 2 years,
which was one of India’s leading apparel manufacturers.
I gained invaluable production and fabric knowledge,
which gave me the confidence to start my own brand in
2011. The Indian Garage Co. was launched to bridge the
gap in the value fashion market for menswear in India.
The Indian Garage Co. initially established an offline
distribution channel to offer affordable fast fashion for
men’s casual wear in India. However, we soon realized
that there were factors that were a deterrent to our
growth. The first one is product lead time, which would
take anywhere between 3 and 4 months for products to
reach stores. Another major factor was when retailers
imposed their preferences and filtered the product catalog,
hindering the brand’s fashion offerings. This deprived
consumers of fashionable choices, forcing them to buy
what was available.
To overcome this challenge, we recognized the potential
of e-commerce and pivoted towards establishing a strong
direct-to-consumer (D2C) brand, which gave consumers
the freedom to choose their fashion and designers the
freedom to experiment with designs. We were able to
make real-time adjustments and swiftly provide customers
with innovative fashion solutions. As a result, TIGC built
a robust infrastructure that enabled the brand to offer
trendy, aspirational fashion at competitive prices and with
fast delivery to a wide number of audiences.
This bridged the gap between customers and designers,
allowing our brand TIGC to establish itself as a notable
men’s wear D2C fast fashion brand in the industry.
TIGC has become one of India’s leading men’s wear
brands and has recently forayed into women’s wear and
plus-sized fashion. What sets TIGC apart from other fast
fashion brands, and how do you ensure that your products
cater to the needs and preferences of your customers?
The Indian Garage Co. was launched as a house of
brands in 2011. The first brand that was conceived under
the umbrella of The Indian Garage Co was ‘TIGC’ which
has been a leader in the menswear segment. With time, we
TIGC :A Sustainable
Fast Fashion Brand
Redefining Men’s
Wear in India
In an exclusive interview, the founder of The Indian Garage Co. (TIGC) shares the inspiring origin story of the
brand and its journey to becoming a leading men’s wear D2C fast fashion brand. With a focus on bridging the gap
in the value fashion market, TIGC leverages e-commerce, technology, and a strong online presence to offer trendy,
aspirational fashion at competitive prices. The brand’s recent collaboration with cricketer Surya Kumar Yadav
and plans for expansion into new markets and categories highlight TIGC’s commitment to sustainable growth and
global recognition.

23
wanted to replicate the success of menswear
clothing in other categories too. The focus
is more on clothing product extensions,
like women’s wear and plus-size fashion.
Therefore, we launched two new brands,
Hardsoda (plus size fashion) and Freehand
(women’s wear), through the house of
brands format.
The brand distinguishes itself from other
fast-fashion brands in the market through a
number of factors. First, we have complete
control over the design and delivery
processes. Unlike other brands, which may
purchase ready-made offerings from traders,
we program the entire fashion process from
start to finish. So we are taking direct and
unique fashion bets and not waiting for any
retailers to select us and offer us a quantum.
Additionally, we have a short lead time to
market because of captive capacities, and
these are smaller factories that can turn
around fashion very quickly. We also follow
a monthly fashion launch cycle. Therefore,
we are able to provide the latest trend in
real-time. Although these monthly launches
are difficult to manage, our model is based
on that.
TIGC recently collaborated with cricketer
Surya Kumar Yadav for its latest collection.
Can you tell us more about this collaboration
and how it fits into TIGC’s overall brand
strategy?
It was a great milestone for us to have Surya
Kumar Yadav as the brand ambassador.
This move has helped us solidify our brand
identity and resonate better with consumers.
We have also launched our new collection
(inspired by Gen Z) in collaboration with
SKY, which includes over 2,500 styles
across men’s casualwear, including trendy
shirts and chinos, the most popular styles
today.
The Indian Garage Co. is a perfect
amalgamation of fashion and functionality,
and it truly reflects Surya Kumar Yadav’s
sense of style, athleticism, and design.
Surya is a fearless player who has made his
mark in the sport of cricket while also being
known for his unconventional and uber-cool
style. We at The Indian Garage Co. also
believe in being bold in our approach and
imbibing experimentation at the core of our
DNA. The collaboration with SKY has been
fruitful since the collection is widely loved
by millions of customers across all digital
marketplaces.
TIGC has grown organically to become a
300-crore GMV business. What were some
of the key milestones and challenges that
you faced along the way, and how did you
The Indian Garage Co. is a
perfect amalgamation of fashion
and functionality, and it truly
reflects Surya Kumar Yadav’s
sense of style, athleticism, and
design. Surya is a fearless player
who has made his mark in the
sport of cricket while also being
known for his unconventional and
uber-cool style.

24
Corporate Speaks
overcome them?
We are pleased to say that The Indian
Garage Co. is a bootstrapped and asset-
light company. This has propelled us to
achieve a remarkable scaled-up GMV of
300 crores while being EBITDA positive.
Since inception, we have consistently
demonstrated our ability to generate profits,
positioning ourselves as a thriving and
prosperous business.
Our foremost challenge involved
transforming multi-product factories and
nurturing smaller entrepreneurs to develop
dedicated and captive capacities, which are
onparwiththeefficiencyofmodernfactories.
Despite the serious capital constraints, we
managed to provide the necessary technical
expertise to enable the micro-entrepreneurs
to become independent. Additionally, we
faced the task of reorganizing the traditional
mindset of garment companies to embrace
a monthly fashion launch model, which
presented its own challenges.
Another big challenge we faced was fighting
the consumer perception of us as a valuable
fashion brand. There is a common notion
in the market that value-based products
compromise on quality and authenticity.
Overcoming this perception was crucial for
our success.
Through our focused efforts, we successfully
navigated these complexities and achieved
substantial growth.
With the rise of e-commerce and online
marketplaces, how has TIGC adapted to
the changing consumer behavior and digital
transformation? What are your plans
for leveraging technology to enhance the
customer experience and streamline your
operations?
We are a tech-enabled digital-first company,
and we place great importance on research
to stay ahead of the competition. As already
mentioned, we use various research tools
to analyze market trends and customer
demands. Our in-house designers also use
these tools to highlight micro and macro
trends, which helps us create unique designs
that resonate with customers.
In addition to this, we are developing an
in-house technology tool called Chanakya,
which provides insights into how our range
is performing and therefore helps our
designers make informed bets on the designs
and styles.
Over the past decade, the company has
built a deep understanding of the needs
and desires of the Gen-Z population, which
wants to stay at the forefront of fashion.
This has allowed us to create designs that
not only meet the demands of our target
audience but also exceed their expectations.
By leveraging research and technology,
The Indian Garage Co. has managed to
differentiate itself in the fast fashion industry
and maintain a competitive edge over its
rivals.
TIGC has a strong online presence and is one
of Myntra and Ajio’s top sellers. What role
has online retail played in TIGC’s growth,
and do you have plans to expand into offline
retail in the future?
TIGC is one of the top 10 highest-selling
men’s apparel external fashion brands on
Myntra and Ajio and has won the Myntra
Highest GMV Award and the Ajio Growth
Driver Award. We are looking at expanding
our offline retail footprint very soon. We are
now available in large format stores like the
Fashion Factory, and we have robust plans
to open EBOs in the near future.
What is TIGC’s future plan and business
projection? Are you planning to expand into
new markets or categories, and what steps
are you taking to ensure sustainable growth
and profitability?
TIGC is one of
the top 10 high-
est-selling men’s
apparel external
fashion brands on
Myntra and Ajio
and has won the
Myntra Highest
GMV Award and
the Ajio Growth
Driver Award.
We are looking
at expanding
our offline retail
footprint very soon.

25
As mentioned earlier, in addition to expanding our
product offerings, we are also focused on expanding our
offline retail footprint. We are now available in large-
format stores like the Fashion Factory, and there are
more to come. We are also planning to accelerate sales
growth on our own TIGC platform, ‘tigc.in’. Our goal
is to continue growing TIGC, and we aim to become a
600-crore GMV business by the end of FY 23–24.
We want to be the first homegrown brand to have a
global fashion imprint and demonstrate the progress of
the new India. We are also committed to corporate social
responsibility and plan to initiate CSR activities in the
near future. The brand’s young team is at the forefront
of driving creative and trendy designs while also
incorporating their expertise in technology.
Additionally, we have plans to foray into global markets
soon, starting with the Middle East. We are committed to
innovation and growth while staying true to our values of
sustainability and ethical fashion.
As an entrepreneur, what advice would you give to
aspiring entrepreneurs looking to start a fashion business
in India, and what qualities do you think are essential for
success in this industry?
There’s no particular advice that I would want to give
aspiring entrepreneurs since everyone has their own set
of beliefs and ideologies. It is, however, important to be
honest, brave, humble, and extremely resilient.You should
have faith in the product you are making and look for ways
to provide the maximum value to your customers. Also,
it is important to become a strong team player, build a
talent pool within the organization and reward the people
who are making great contributions to the company.
The industry is highly competitive, and it requires a lot of
hard work and dedication. But with the right mindset and
approach, you can build a successful fashion business in
India.
What is your vision for TIGC, and where do you see the
brand in the next five years?
We want to be the first homegrown brand to have a
global fashion imprint and demonstrate the progress of
the new India. We are also committed to corporate social
responsibility and plan to initiate CSR activities in the
near future. Additionally, we have plans to foray into
global markets soon, starting with the Middle East. We
are committed to innovation and growth while staying
true to our values of sustainability and ethical fashion.
¿¿

26
Retail Update
Talking numbers, the Indian retail industry has emerged
as one of the most dynamic and fast-paced industries due to
the entry of several new players. It accounts for over 10% of
the country’s gross domestic product (GDP) and around 8%
of employment. We all know that India is one of the most
promising and developing marketplaces in the world. There
is a great deal of desire among multinational corporations to
take advantage of the consumer base in India and enter the
market first. As a small or mid-size retail business owner,
protecting your bottom line is crucial to the long-term
success of your business. In this context, there are several
strategies that you can adopt to protect your bottom line and
build sustainable practices.
Inventory: As a small or mid-size retail business owner,
protecting your bottom line is crucial to the long-term
success of your business. In this context, there are several
strategies that you can adopt to protect your bottom line and
build sustainable practices. The first aspect to monitor is
accurate inventory which is crucial to minimize losses due
to shrinkage and obsolescence. Small and mid-size retailers
should closely monitor stock levels, identify slow-moving or
dead stock, and employ just-in-time inventory practices. By
accurately forecasting demand and avoiding excess inventory,
businesses can reduce storage costs, minimize wastage, and
improve cash flow. Effective inventory management ensures
that capital is not tied up in unnecessary inventory, thus
By Mr Tanuj Gangwani,
Co-Founder, Geniemode
The retail industry is a dynamic and fiercely competitive landscape, where
small and mid-size business owners constantly grapple with the challenges
of maintaining profitability. To ensure their survival and long-term success,
entrepreneurs must adopt proactive and strategic approaches that not only
protect their bottom line but also foster sustainable practices.
Ways in Which Small and
Mid-size Retail Business
Owners can Protect their
Bottom Line and Build
Sustainable Practices

27
safeguarding the bottom line.
Data Analytics: Leveraging data analytics tools will help gain
insights into customer behavior, sales patterns, and inventory
management. It enables you to take more informed decisions
about pricing, product assortment, and marketing strategies.
Developing strong relationships with suppliers is another
crucial aspect of running a stable business in the retail sector.
Sellers should cultivate mutually beneficial partnerships
with suppliers, negotiating favorable terms such as volume
discounts and flexible payment options. These partnerships
ensure a reliable supply chain, reducing the risk of disruptions
and ensuring consistent product availability for customers.
By strengthening supplier relationships, retailers can lower
costs, maintain quality, and improve profit margins.
Cost management: It is another aspect that is crucial for
maintaining profitability. This includes regular evaluation
of expenses, negotiating with suppliers for better prices,
optimizing operational processes to minimize waste, and
identifying areas where costs can be reduced without
compromising quality. This involves analyzing market
demand, monitoring competitor prices, considering product
value, and adjusting prices accordingly.
Marketing: Additionally, targeted marketing can help attract
new customers, resulting in an increase in sales in the
business. By identifying and utilizing cost-effective channels
such as social media, email marketing, and local and digital
advertising, one can bridge a relationship with the target
audience. Furthermore, it also supports in measuring the
effectiveness of marketing efforts to optimize your return on
investment.
Dynamic Pricing and Discount Strategy: Employing effective
pricing strategies is another vital component of protecting
net income. Regular market research allows retailers to
understand pricing dynamics and their competitors’offerings.
By employing strategies such as dynamic pricing, bundling,
and promotional campaigns, retailers can attract customers
while maintaining profitability. Offering loyalty programs
and personalized discounts also fosters customer loyalty and
repeat business, ensuring a sustainable revenue stream.
Technology: Technology plays a vital role in business
operations in today’s day and age. It can help in automating
monotonous tasks, streamlining operations, enhancing
customer experiences, and further improving decision-mak-
ing strategies. Moreover, it can lead to boosting profitability
and reducing overall costs to the company. Lastly, automating
the order fulfillment process is certainly a valuable strategy.
Automation streamlines and speeds up order processing,
reducing manual labor and potential errors. It enables faster
order entry, inventory updates, and shipping processes leading
to improved overall efficiency and smooth functioning of the
business.
Logistics: Logistics is another capital-heavy aspect of
the business, that must be kept in check. Using logistics
platforms to optimize the supply chain process can indeed
result in cost reductions and improved efficiency. Logistics
platforms provide a centralized system that enables effective
communication and collaboration among all stakeholders
in the supply chain, including suppliers, manufacturers,
distributors, and retailers. This real-time visibility and
communication help to minimize delays, resolve issues
promptly, and ensure smooth coordination.Also, continuously
reviewing and improving the business processes helps in
the smooth functioning and efficiency of the Business.
Eliminating blocks, automating tasks wherever possible, and
ensuring smooth operations throughout the supply chain can
positively impact your bottom line.
Ethical and Social Practices: In today’s socially conscious
era, incorporating sustainable practices is ethically and
financially beneficial. Retailers can adopt eco-friendly
initiatives such as using renewable energy sources, adopting
eco-friendly packaging, and promoting responsible sourcing.
These practices reduce environmental impact and appeal
to socially conscious customers. Communicating these
sustainable efforts to customers through marketing efforts
enhances brand reputation, attracts new customers, and
fosters long-term profitability.
In today’s competitive retail landscape, small and mid-size
business owners face numerous challenges when it comes to
protecting their bottom line and building sustainable practices.
However, by implementing certain strategies and adopting a
proactive mindset, these businesses can overcome obstacles
and secure long-term success. Protecting the bottom line and
building sustainable practices for small and mid-size retail
businesses require technological integration, customer-cen-
tric approaches, sustainable initiatives, collaboration, and
adaptability. By embracing these strategies, retail owners can
not only weather challenges but also thrive in a competitive
market, ensuring their long-term success and profitability.¿¿

28
Sustainability
The statistics regarding the fashion industry
are frightening. It is a major source of
environmental pollution and contributes
almost 10% of the carbon emissions by
human beings. The fashion industry also uses
a vast majority of natural resources, along
with harmful chemicals in the form of dyes.
It has been estimated that the fashion industry
consumes almost 98 million tons of resources
in various forms, including high energy.
During the growing and manufacturing
process, conventional clothing is often treated
with toxic chemicals, including pesticides,
herbicides, and fungicides. These chemicals
can cause skin irritation, allergies, and
other health problems. Additionally, many
conventional fabrics are treated with flame
retardants and other synthetic materials linked
to cancer and reproductive problems.
The answer, therefore, lies in preferring
clothes made from natural fibres to synthetic
yarns. Some examples of natural fibres include
cotton, linen, silk and wool, apart from other
sources, which at present are available in the
domain of high fashion, such as jute, hemp,
flax and hemp, among others. However,
cotton, at present, is the most popular choice,
followed by linen, silk and wool.
Natural fibres are breathable, hypoallergenic,
durable, and immensely comfortable. Besides,
natural fibres are known for their reliability,
durability, and long-lasting nature, making
them an excellent choice for sustainable
clothing. Additionally, it is easy to wash,
delicate, and does not wear down quickly,
making it a supremely comfortable choice for
clothing. Fabrics made from natural fibres are
also porous, allowing the skin to breathe and
Organic Revolution:
Benefits of Having Natural Fibres in
Your Wardrobe Environment
Did you know the
cotton T-shirt you
are wearing now has
been made using 2,700
litres of water? Or,
for that matter, the
synthetic fabric in
your clothing is not
biodegradable and
equally harmful to the
environment.
By Mr Nishant Kumar,
CEO, Earthy Tweens

29
preventing irritation or rashes.
Switching to clothes made from natural
fibres is also environmentally friendly.
Organic farming practices reduce
pollution and conserve water, promoting
sustainable agriculture. Moreover,
natural fibres are biodegradable, meaning
they can decompose naturally and do
not contribute to the growing problem
of textile waste. Choosing clothes made
from natural fibres can protect our planet
for future generations.
Organic cotton clothing may initially be
expensive, but the benefits to our health
and the planet are worth the investment.
Choosing organic clothing also promotes
eco-friendliness and reduces one’s carbon
footprint. The benefits of choosing
organic clothing can transform us into
“Ambassadors of Sustainability.”
As consumers, we can positively impact
the fashion industry and the environment.
By opting for organic clothing, we
support ethical and sustainable practices,
protect our health, and preserve the
planet’s resources. Organic revolutionises
how we approach to fashion, encouraging
us to consider the materials used in our
clothing and their impact on ourselves
and the environment.
When shopping for new clothes, take
a moment to consider the choices you
make. Look for organic cotton and other
natural fibres grown and manufactured
sustainably. Embrace the comfort,
durability, and breathability of organic
clothing while promoting a healthier
planet. Let us join the organic revolution
and pave the way for a fashion industry
that respects nature and our well-being.
By making conscious choices, we can
become agents of change, transforming
the fashion landscape into one that
prioritises sustainability and the
preservation of our beautiful planet.¿¿
Organic cotton
clothing may initially
be expensive, but the
benefits to our health
and the planet are
worth the investment.
Choosing organic
clothing also promotes
eco-friendliness and
reduces one’s carbon
footprint. The benefits
of choosing organic
clothing can transform
us into “Ambassadors of
Sustainability.”

30
Regional Special
The distinct mix of various cultures has
shaped the people of Maharashtra into a land
of prosperity and spirituality. Maharashtra
was also the land of the great warriors who
have left behind grandeur, high spirits, and
exuberance. All these features add to the
rich culture and heritage of the Marathas.
Maharashtra has a wide range of textiles, of
varied designs, that are manufactured using
different techniques. The specialty in the
weave in each region is developed based on
location, climate, and cultural influences.
Primarily used fabrics like cotton and silk
are best suited to the climate of Maharashtra.
One of the most popular traditional wears
for women, sarees never go out of style
SAREES OF MAHARASTRA
Dr. N.N.Mahapatra
It is well known that traditional wear is also known
as a classic. Because you can never go wrong
with them. You can wear it for any occasion or
function and they will always see you through it.
Maharashtrian traditional sarees are also similar,
they will carry a bride through any occasion
she has, big or small. There are sarees for every
Maharashtrian function you have for your wedding.
The benefit of a Maharashtrian traditional saree is
that it comes in a number of silks and even other
clothes, so with it being of such opulence, it can also
suit your preference in many ways. Though some
silks like Kohlapuri and Paithani are preferred over
others, all of them make do with some magnificent
sarees. Maharashtrian traditional sarees are also
not just segregated by cloth, they can also be
differentiated by the way they are draped.

31
and are termed classic pieces of clothing in a
woman’s wardrobe. Marathi sarees like Paithani,
Kolhapuri, and Nauvari are not only stylish but
also look elegant and classy.
The different types of Sarees in Maharashtra are
as below.
1. KHUN Saree
This is a silk-cotton blended saree with a
traditional woven resham border. The saree
typically has a cotton body and mostly art silk,
or in some cases pure silk is used in the border
and pallu. In a few variations, the weavers may
include an art silk warp in the body as well. The
folding pattern of the fabric into small squares
has earned the name Khuna or Khun.
It is lightweight cotton or cotton-silk fabric,
which has an intricate brocade pattern. The saree
has small motifs all over the body, which gives
an overall aesthetic appeal to the saree.
The journey of a 4000 old tradition has been
recently revived by fashion experts, to bring back
the same much-celebrated fabric into vogue. The
fabric was worn by royalty and is also offered
to Gods. The workmanship is laborious. It a lot
of dedication, patience, and passion to craft a
perfect Khun saree.
Paired with a beautiful patterned Khun blouse,
these traditional sarees will make any woman
fall in love with traditional handlooms. The
Khun fabric was originally made in Guledgudda
in Karnataka and has been very popular in
Maharastra for ages. It gained popularity
due to its soft feel, variety of colors, brocade
textures, and durability. It’s available in a huge
array of designs and two-tone jewel colors and
can be stitched in different garments. Teamed
with traditional sarees or cotton sarees, these
look absolutely graceful and stunning.
Off late, the Khun has been well-revived and
picked up by some of the major designers to be
incorporated into Western wear, bags, and home
decor and the possibilities are truly endless.
These handloom sarees are truly a treasure and
an inseparable part of our rich heritage. We
certainly hope that these sarees and handlooms
get their due and reach the people who truly
understand and appreciate this dying art. At a
time when the government is too doing its bit
through the Make in India movement and similar
such programs, we certainly hope these arts find
more buyers which will help the craftsmen who
truly weave a part of their souls in these fabrics.
2. Paithani Saree
If we are talking of Maharashtrian traditional
sarees, then starting with the Paithani saree
would be the right way to go. You cannot find

32
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something more Maharashtrian traditionalist than
this silk saree right here. These come in bold colors
ranging from bright to dark, but each has its own
special charm. Unlike most traditional silk sarees,
Maharashtrian sarees are not the ones to shy from
dark colors, like royal blue or plum color. Wear
this fully traditional saree with fully traditional
jewelry. Wear a number of gold necklaces
ranging in different lengths, and a Jhumka or big
stud earrings. A traditional bride is incomplete
without a Maang Tikka and the traditional
Maharashtrian Nath. One of the most popular
silk sarees in Maharastra, these traditional pieces
of clothing were named after the Paithan town
in Aurangabad where the sarees were woven by
hand. Made of fine silk fabric, they are available
in bright colors like plum or royal blue. Developed
over 2,000 years ago, Paithani sarees were widely
purchased by the Peshwas during ancient times.
Occasion: The bride can wear it for the main
function, The Wedding!!
Paithani is a variety of sari, named after the
Paithan town in Aurangabad, Maharashtra State in
India where the sarees are woven by hand. Made
up of very fine silk fabric, it is considered one of
the richest saris in India.
Even in today’s advanced world the methods of
weaving Paithani silk sarees have not changed
from 200 B.C. The art is more than 2,000 years
old, developed in Paithan (Pratishthan) capital of
the legendary Satavahanas Ruler. Satavahana’s
ruler used to export cotton and silks to the Roman
Empire in exchange for gold.
During the Mughal era, Aurangzeb patronized
the weavers, and the designs were known as
“Aurangzebi”. He prohibited the weavers to
weave ‘Jamdanis ‘ except for his court. Peshwas
were great patrons of Paithani.
Saree is being made at a training center run by the
government at Paithan.
Industrial Revolution Impact
Sadly, the Paithani weaving industry experienced
a huge setback with the Industrial Revolution and
the advent of the British Rule. But during the 17th
century, the Peshwas took it upon themselves
to promote the craft and consequently, settled
Paithani weavers in Yeola, which is now the
manufacturing hub for Paithani Silk Sarees in
India.
The Paithani Sarees Fabric is socio-cul-
turally related to Maharashtrian people due
to its confluence with their culture. Until the
17th century, weaving activities were limited to
Paithan town. Later weaving was transferred to
Yeola (a village in Nashik district). The sale of
Paithani saree started coming up in 1984-85 and
the Yeola village became the main commercial
center of Paithani weaving.
Despite the lustrous history of Paithani sarees,
today they are in a similar state as many handloom
sarees are made thanks to the power of looms.
However, no machine-made fabric can be
compared with the hand-made Paithani sarees.
Even today Maharashtra is the home of the most
celebrated textile like the Paithani saree, gold-em-
broidered zari sari with its beautiful designs and
woven borders.
3. KARVATI Saree
In earlier days, handloom weavers of villages
Andhalgaon, Mohadi, and Palandur District
Bhandara, part of Vidarbha region in Maharashtra
produced cotton gamchha with 20s cotton yarn in
warp and weft having two sides Karvati border
(Solid border).
Karvat in Marathi is the saw and since the designs
look like saw tooth, the fabric is known as Karvati
or Karvatkati. District Bhandara is a Tasar co-
Despite the
lustrous history
of Paithani
sarees, today
they are in a
similar state as
many handloom
sarees are made
thanks to the
power of looms.

33
coon-producing area. Having plenty of raw
material the weavers introduced tasar material in
the weaving of Tasar Karvati Saree.
Material Used
The tasar is wild natural silk obtained from a
wide-wing moth that is yellowish brown in color.
The tasar produced in the Vidarbha region of
Maharashtra is supposed to be the best in quality
and color due to the unique environmental
conditions of this region. It is mostly tribals
who are traditionally doing the job of protecting
cocoons on trees in forests. The tasar yarn so
obtained is used for the production of sarees.
Technique applied
The Tasar Karvati Saree is woven with three
shuttle weaving (tapestry type of weaving
technique) to have a solid color border and body.
The border is woven with mercerized cotton
yarn and pure tasar hand-reeled yarn.
The saree is woven on a pit loom mounted with
Nagpuri wooden lattice dobby on the top of the
loom above the weaver’s seat. The uniqueness
of the Tasar Karvati saree is that the border is
woven with various temple designs in different
sizes. The traditional motifs are woven with
extra warp threads controlled by lattice dobby.
How to distinguish
1. Hand-reeled tasar is used. Fabric appearance
is not flat and uniform. There are uneven picks in
an irregular fashion.
2. Feel is harsh and the color is darker beige
3. Sawtooth designs of various sizes are
woven into the border of the saree in a tapestry
technique.
4. HIMROO Saree
Himroo is a fabric made of silk and cotton,
which is grown locally in Aurangabad. Himroo
was brought to Aurangabad during the reign
of Mohammad Tughlaq when he had relocated
his capital from Delhi to Daulatabad near
Aurangabad.
The word Himroo comes from the Persian word
“Hum–Ruh” which means “similar”. Himroo is
a replication of Kinkhwab, which was woven
with pure golden and silver threads in the olden
days and meant for the royal families. However,
some historians believe that Himroo was the
innovation of local craftsmen with very little
Persian influence.
Himroo uses
Persian designs and is distinctive in appearance.
Himroo from Aurangabad is in demand for its
unique style and design.
Himroo is a type of extra-weft manufactured
ordinarily from cotton and viscose rayon yarn on
a cotton ground. It is also woven from silk yarn
and gold thread on a silk ground giving it a satiny
sheen. The design is decided at the outset since
two kinds of threads are mixed. This handloom
has historically been produced in Aurangabad.
These fabrics denoted nobility and royalty in
olden times.
5. SOLAPURI Saree
The saree is vibrant and rich in color. It’s light in
weight and comfortable to wear.
The product is designed by artisans from the
Padmashali community. The community is
originally a Telugu-speaking artisans, engaged in
weaving. They migrated to different surrounding
regions like Kerala, Maharashtra, Karnataka,
Telangana, and Tamil Nadu.
A Solapuri chaddar is a cotton bed sheet made
Himroo is a type
of extra-weft
manufactured
ordinarily from
cotton and
viscose rayon
yarn on a cotton
ground. It is also
woven from silk
yarn and gold
thread on a silk
ground giving it
a satiny sheen.

34
Regional Special
in Solapur City. These bed sheets are popular
in India where they are manufactured using
hand looms and are known for their design
and durability. Solapuri chaddars were the first
product in Maharashtra to obtain Geographical
Indication (GI) status.
6. NAGPURI Saree
Lovely, light, and elegant is the soft cotton saree
from Nagpur. These saris are woven on pit looms
mainly with pure cotton yarn. The special feature
of the Nagpur saris are designs that are woven
with the Nagpuri wooden dobby. The variety includes plain
sarees with the characteristic borders or designs woven in
stripes and checks with fly shuttles, complimenting the finely
textured body with richly attractive borders.
These sarees are immensely famous for colorful stripes
and vibrant prints with intricate embroidery on their thick
borders. These handwoven sarees come in different vibrant
colors, including brown, magenta, red, green, blue, and
many more. Redefine beauty with simplicity by wearing
these handwoven artisanal sarees that reflect the hard work
of the talented and hardworking expert craftsmen across the
length and breadth of India.
Handwoven cotton clothing from Nagpur is widely famous
for its lighter weight and elegant appearance, with the
distinctive colors and patterns adding to its beauty. The
traditional Nagpuri cotton sarees are manufactured in pure
cotton yarn on pit-looms and Nagpuri wooden dobby.
7. PUNERI Saree
Puneri cotton is one of the most prominent
weaves of Maharashtra and an emblematic
cloth of Pune. One of the most prominent
weaves of Maharashtra, Puneri sarees are
made of 100% cotton fabric using the warp
andweftmethod.These sarees haveasimple
design with a metallic-colored zari border.
They also have triangular motifs which
reflect the intricate temple architecture of
ancient Pune. The saree usually features
a tok padar which is a pallu woven with vertical lines.
This textile owes much of its fame to the cotton and silk
weaving industries that flourished throughout the state at the
onset of the 19th century. It may be demure and virginal in
appearance but boasts a long-standing history. It takes one
back to the era of the spirited Marathas and Peshwas, Puneri
cotton is a canvas of modest elegance.
Puneri cotton is predominantly used to weave saris, although
its modern renditions see it being incorporated into salwars
and kurtas too.
The weave is said to have traveled to Maharashtra from
Karnataka and Andhra Pradesh. During the heydays of the
Peshwa Empire, the sari was mainly worn by women of the
royal household, and on certain occasions, was delicately
woven with silk.
The base fabric is crafted with 100% cotton, with the warp
(where the yarn is placed in a longitudinal position) and
NAGPURI Saree PUNERI Saree
NAUVARI
Saree

35
weft (where the yarn is interlocked with the warp at a right
angle, running back and forth alongside it) technique. The
sari, which is otherwise quite austere, is accentuated by a zari
(metallic-colored) border. It is particularly intriguing to chart
the journey of this much-coveted hem. It speaks of immense
cultural significance-characterized by dainty triangular
motifs, the border stands as a testimony to the intricate
temple architecture which was typical of ancient Pune.
The border comes with its own variants, such as Gomi, Nav
Bharat, Jijamata , and Rudraksha, each illustrating a design
that is distinctly its own. This border is often created using
the extra-warp technique. Considered supplementary to the
body of the fabric, this technique includes the insertion of the
additional warp into the sari in a way that does not disrupt the
primary weaving process. The sari is usually woven
with a yarn count of 100s and features a tok padar,
a pallu woven with vertical lines.
8. NAUVARI Saree
The history and origin of the saree are shrouded
in mystery, but the archaeological sculptural
references of earlier civilizations show the
saree being draped like kacham or a dhoti
by both genders.
The distinctive Maratha woman’s apparel
is referred to as Nauvari, meaning nine
yards. It is also called as the Kaashtha sari or
Lugade. The name Kaashtha sari is because
the style of draping the saree is similar to
the way a Maharashtrian dhoti is worn. Also
called Kaashtha saree or Lugade, Nauvari
saree is a distinctive traditional wear that
literally translates to nine yards. Usually
worn at weddings or ceremonial functions,
this saree is draped in a dhoti style to stand out
from other draping patterns. They are available in
cotton, silk, or satin fabric. Available in beautiful
patterns, these sarees are clean, easy to wear, and
quite breathable.
The nine yards saree today is worn by ladies purely
on ceremonial occasions. The style of draping this
saree in the Deccan region varies from caste and
community. For example, the style of draping by
the Brahmin community is with the hind pleats
tucked into the waist at the back centre and pallu is thrown
across the left shoulder. The tribal women wear it high up
to their knees and the coastal fisherwomen drape it like
a kacham which allows for easy movement.
One of the most interesting features of the Nauvari or the
lugade is the indigenous design palette in weaving, which is
untouched by Moghul motifs or techniques.
The distinguished painter of the 19th century, Raja Ravi
Varma selected the nine- yards saree which portrayed the
best dresses for the various goddess he was commissioned to
paint. The historical figure of Rani Lakshmibai of Jhansi or
Jijabai, the Maratha queen provides us with visual images of
how women adapted this garment into the garb of a warrior.
The variety of designs, drapes, fabrics, and colors in sarees
reveal a unique blending of religious and cultural
influences of India. And the drape of the saree across
the geographical diversity of India is a visual
language in itself!
Goa is a state on the southwestern coast of
India within the region known as the Konkan,
and geographically separated from the
Deccan highlands by the Western Ghats. It
is surrounded by Maharashtra to the north
and Karnataka to the east and south, with the
Arabian Sea forming its western coast. Goa
is known for its beaches and heritage. This small
state has given birth to craftsmen and artists
from all spheres of life.
9. KOHLAPURI SAREE
Kohlapuri saree is one of the native sarees of
Maharashtra. Though it is not as popular as the
Paithani saree but still its bright and traditional
colors can mesmerize you like no other. These
come in a variety of colors each better than the
last and will leave you wanting for more. You
can pair this Maharashtrian traditional saree with
a layer of descending necklaces and gold jhumkas.
One of the most famous traditional sarees of
Maharashtra, Kolhapuri sarees are available in bright
colors that will surely catch everyone’s eye.You can
also wear these sarees on your wedding day. When
wearing to other occasions pair this saree with
traditional Kolhapuri chappals, gold jhumkas, and a
KOHLAPURI
SAREE

36
Regional Special
Regional Special
layer of descending necklaces. They are usually available in
pure silk fabric. Don on this saree for either your reception
or the wedding day. Wear it preferably in the morning to let
it shine.
10. Narayanpet Sarees
These have been known to be patronized in Maharashtra
since the times of Shivaji Maharaj. These sarees are known
for the best quality fabrics and durability. Narayanpet is a
small town located around the border of Andhra Pradesh
and Karnataka, traditionally has been a weaver town. The
Narayanpet is a very simple saree, that used to be made
in only cotton traditionally. With new demands, is not
extensively made in a blend of cotton and silk or in pure silk.
The saree typically is plain, with a contrast or complementing
border which is about 5-6 inches wide and two thin lines with
a tiny temple design is woven in resham and zari. The pallu
too is a very simple one, mostly plain with 3 horizontal lines.
Rarely some paisley motifs are woven between them. A saree
takes anywhere between 2-4 days to complete and is entirely
handwoven.
Unfortunately, the Narayanpet sarees have seen a steady
decline in buyers and now barely 2000 looms exist in this
town struggling for survival. Reasons for the decline are not
just that the new generation doesn’t want to get into weaving,
but also the meager amount of money being paid to the
weavers. This is essential because the demand has declined as
cheaper versions are available in power looms and also some
blame could be put on the changing fashions. Moreover, the
educated new generation is not interested in the profession
due to the hard labor and long hours to bring out the finished
product, even then the returns are not lucrative to make them
stay in the profession. Narayanpet has its GI identification as
well.
11. Ilkars Sarees
Italso toohaveasimilarstory.OriginatingfromtheIlkaltown
of Bagalkat in Karnataka and dates back to the 8th centuryAD.
Once upon a time, these were the daily wear sarees woven in
cotton and woven in silk to be worn for special occasions.
Cotton silk Ilkals have also gained popularity over the years.
The speciality of these sarees is the joining of the saree with
the pallu portion which is normally weaved in blocks of red
and white and temple design is incorporated in them. An ilkal
takes about 7-10 days to be weaved. The handwoven silk
Ilkals are made of very high-count silk and hence are quite
heavy compared to other silk sarees. Also, the irkals have a
very textured finish and a lovely shine when held up close.
The borders are typically contrasted and have a couple of
woven zari pattis running through them. Illkals come in some
very vibrant as well as soothing pastel shades. Even though
the patterns and pallu are very simple, the Irkals look quite
elegant and rich.
10. KUNBI SAREE
Goa is a state on the southwestern coast of India within the
region known as the Konkan, and geographically separated
from the Deccan highlands by the Western Ghats. It is
surrounded by Maharashtra to the north and Karnataka to
Narayanpet
Sarees
Ilkars Sarees
Kunbi Saree

37
the east and south, with the Arabian Sea forming its western
coast. Goa is known for its beaches and heritage. This small
state has given birth to craftsmen and artists from all spheres
of life.
Goa as a state has such rich culture and diversity. One of
the many offerings of this beautiful state is the Kunbi saree.
A traditional handwoven cotton saree which is made by
the Kunbi and Gawda tribes in Goa. The saree had almost
vanished from the Goan cultural landscape till the time late
designer Wendell Rodericks revived the traditional weaving
techniques. Now, the Kunbi is coming into its own.
With a deep red palette and stripes and checks, the Kunbi is
shorter than the regular sarees and is generally tied higher up
too. The skirt is flared which allows women to work in the
fields effortlessly. These days, the Kunbi has transitioned into
the regular drape.
The colours evolved with time. There was maroon, blue, and
green. An indigo blue was a regular sight at farms where
women would spend the day. But red was the colour of the
soil, of the land, of life.
11. UPPADA SILK
This silk comes from a pretty little town in Andhra Pradesh.
This silk saree is also quite sought after in Maharashtra,
with its floral motifs, that feature big flowers and their
stems. This is featured all over the saree. They are so finely
woven that they might just come off as translucent at times.
Uppada sarees come in all kinds of colours and usually, you
have a galore to choose from. They usually come in the
traditional Indian wedding colours like green, red, etc. To
put a finish to this kind of a saree, wear jewellery which has
just a tinge of colour in it. Embedded with pure zari, Uppada
silk sarees originated in the small beach town of Uppada
in Andhra Pradesh. These exquisitely-designed sarees are
weaved using the age-old Jamdani weaving technique.
Although it did not originate in Maharashtra, it is a popular
piece of clothing here for featuring beautiful floral motifs.
They are usually available in bright colours like red and
green. You can wear it for occasions like your mehndi or any
other small function too.
The Drape of A Maharashtra Traditional Saree
The traditional Maharashtrian drape is called as the Nauvari
saree. It is done with a nine-yard-long saree, draped in dhoti
style. It not only gives amazing mobility to a bride, who
definitely needs it on her wedding day but also makes her
look royal and regal.
Another way that the Maharashtrian traditional saree is
draped in is the classic way we see in most movies. This is
done as it is familiar and easier to do than the dhoti style.
Each one has its own charm and for a bride who wants a bit
of tradition mixed with a little something else, why not this?
As Maharashtrian traditional sarees go, these are basically
the silks and ways to drape it, but as we go further to explore,
there is no end to what kind of silk or drape we can or cannot
use. But if ever in doubt go for your classics, because as said
before, there is nothing more reliable than them. ¿¿
The traditional Maharashtrian drape is
called as the Nauvari saree. It is done with a
nine-yard-long saree, draped in dhoti style. It
not only gives amazing mobility to a bride, who
definitely needs it on her wedding day but also
makes her look royal and regal.

38
Trend in View
By Mokshika Chauhan
The Dopamine Dressing Trend
Spreads Happiness through Fashion
This trend focuses on incorporating
vibrant colours, bold patterns, and
comfortable fabrics into our wardrobes,
with the goal of stimulating positive
emotions and boosting our overall
well-being. In this article, we will delve
into the concept of dopamine dressing,
explore its origins, examine its impact
on mental health, and discuss how it has
gained popularity as a powerful tool for
spreading happiness through fashion.
Origins of Dopamine Dressing
Dopamine dressing finds its roots in
the field of psychology, specifically in
the study of colour psychology. Colour
psychology examines how colours can
influence our moods, emotions, and
behaviours. Different colours have been
found to evoke distinct psychological
responses. For example, vibrant shades
like yellow and orange are associated with
happiness and energy, while calming hues
like blue and green can induce feelings of
relaxation and tranquillity.
Inspired by these findings, fashion
enthusiasts and psychologists began
exploring the idea of intentionally
incorporating mood-enhancing colours
into everyday attire. Dopamine dressing
took shape as a way to harness the power
of colours to elevate mood and promote
well-being. By carefully selecting
garments in colours that evoke positive
emotions, individuals can create a personal
Picture Source:
Elle India
In a world filled with
stress and uncertainty, the
search for happiness has
become an increasingly
important pursuit. People
are constantly seeking
ways to uplift their spirits
and find joy in their
daily lives. In this quest,
a new fashion trend
has emerged, known as
‘dopamine dressing.’ By
combining psychology
and fashion, dopamine
dressing aims to spread
happiness through the
clothes we wear.

39
style that boosts their happiness and confidence.
Impact on Mental Health
The connection between clothing and mental health has
long been recognized. Wearing clothes that make us feel
good about ourselves can positively impact our self-esteem
and overall well-being. Dopamine dressing takes this
notion further by deliberately selecting clothes that promote
happiness. Research has shown that colours can have
a profound effect on our emotions. Dopamine dressing
leverages this knowledge to create outfits that elicit positive
feelings. When we wear bright and cheerful colours, such as
sunny yellows or vibrant pinks, our brain releases dopamine,
a neurotransmitter associated with pleasure and reward. This
surge of dopamine can elevate our mood, increase our energy
levels, and boost our self-confidence.
Moreover, dopamine dressing encourages individuals to
embrace self-expression through fashion. By wearing clothes
that reflect their personality and individuality, people can
feel more authentic and empowered. This self-expression
can contribute to a sense of belonging and positively impact
mental health.
Popularity and Spread of Happiness
As the dopamine dressing trend gained momentum, it began
to permeate various aspects of the fashion industry. Designers
started incorporating vibrant colours and playful patterns into
their collections, empowering individuals to embrace joyful
fashion choices. Social media platforms played a crucial
role in popularizing this trend, with influencers and fashion
enthusiasts sharing their dopamine dressing experiences and
outfit inspirations.
The trend’s accessibility and versatility have contributed to
its widespread adoption. Dopamine dressing is not limited to
specific clothing styles or occasions; it can be incorporated
into everyday outfits, work attire, or even formal wear.
Whether it’s a brightly coloured accessory, a cheerful print,
or an entire ensemble in vibrant hues, anyone can participate
in this trend and experience its uplifting effects.
Beyond personal well-being, dopamine dressing has had a
broader impact on social interactions. Wearing colourful
and joyful outfits can spark positive conversations, spread
smiles, and uplift the spirits of those around us. By radiating
positivity through fashion choices, individuals become
agents of happiness, creating a ripple effect of joy in their
communities.
In a world often filled with stress and negativity, dopamine
dressing emerges as a refreshing trend that spreads happiness
through fashion. By intentionally incorporating colours that
evoke positive emotions, individuals can boost their mood,
confidence, and overall well-being. Dopamine dressing is a
testament to the power of self-expression and the impact of
clothing on mental health.
So why not add a pop of colour to your wardrobe and let the
dopamine dressing trend guide you towards a happier, more
vibrant existence? ¿¿
The trend’s accessibility and
versatility have contributed to its
widespread adoption. Dopamine
dressing is not limited to specific
clothing styles or occasions;
it can be incorporated into
everyday outfits, work attire, or
even formal wear. Whether it’s
a brightly coloured accessory,
a cheerful print, or an entire
ensemble in vibrant hues, anyone
can participate in this trend and
experience its uplifting effects.

40
In recent years, there has been a resurgence of retro and early
2000s fashion among Gen Z. This trend, often referred to as “Y2K
fashion,” is characterized by its bold colours, flashy patterns, and
over-the-top silhouettes.
There are a number of reasons why Gen Z is so drawn to this style
of fashion. For one, it harkens back to a time of innocence and
carefreeness. The early 2000s were a time before the 9/11 attacks,
the Great Recession, and the rise of social media. For many Gen
Zers, it is a time that they associate with positive memories from
their childhood.
Another reason for the popularity of Y2K fashion is that it is
highly accessible. Many of the pieces that are popular today can
be found at thrift stores or online retailers for a fraction of the
cost of designer clothing. This makes it easy for Gen Zers to
Fashion Flashback:
How Gen-Z is Rocking Early Retro and 00’s
Trends with a Modern Twist By Ankita Dutta
Summary
Y2K fashion has made a comeback among Gen
Z, with its bold colours and patterns. This trend
appeals to them for its nostalgic and carefree
vibes. It is accessible and affordable, found at
thrift stores and online retailers. Pop culture,
including music artists and TV shows, has
popularized this trend. Despite criticism, Gen
Z sees it as a way to express individuality. To
incorporate Y2K fashion, choose pieces that fit
your style and have fun mixing trends. This trend
will likely evolve as Gen Z continues to embrace
early 2000s fashion.
One of the biggest
drivers of the Y2K
fashion trend is
popular culture.
Artists like Olivia
Rodrigo, New Jeans,
and Taylor Swift have
all been seen wearing
Y2K-inspired
clothing in their
music videos and live
performances.
Trend in View

41
experiment with different styles and trends without
breaking the bank.
One of the biggest drivers of the Y2K fashion trend
is popular culture. Artists like Olivia Rodrigo, New
Jeans, and Taylor Swift have all been seen wearing
Y2K-inspired clothing in their music videos and
live performances. This has helped to bring the
trend to the attention of a wider audience and has
made it more desirable for Gen Z consumers.
TV shows are also playing a role in popularizing
Y2K fashion. Shows like Euphoria and Sex
Education frequently feature characters wearing
Y2K-inspired outfits. This exposure has helped to
make the trend more mainstream and has inspired
Gen Z viewers to incorporate Y2K elements into
their own wardrobes.
The fashion is a mixture of subcultures, grunge
girl, love punk, rock are some that have become
very popular.
Of course, not everyone is a fan of Y2K fashion.
Some critics argue that it is too gaudy and dated.
However, Gen Zers are undeterred by these
criticisms. They see Y2K fashion as a way to
express their individuality and creativity. They are
not afraid to stand out from the crowd and embrace
their inner “scene kid.”
If you are looking to add some Y2K fashion to your
wardrobe, there are a few things you should keep in
mind. First, make sure that the pieces you choose
fit your personal style. Second, don’t be afraid to
mix and match different trends. And third, have fun
with it! Y2K fashion is all about expressing your
individuality, so don’t be afraid to stand out from
the crowd.
It’sclearthatearly2000sfashionishavingamoment
thanks to Gen Z. This generation is bringing back
the trends of their childhood, and they are doing
it with a modern twist. It will be interesting to see
how this trend evolves in the years to come.
¿¿
Modern celebrities and shows have been boasting a huge influence on fashion
Second,
don’t be
afraid to mix
and match
different
trends. And
third, have
fun with it!
Y2K fashion
is all about
expressing
your
individuality,
so don’t be
afraid to stand
out from the
crowd.

42
Urban Suburban is a holiday and occasion wear brand for women in India,
offering a wide range of tops, pants, jumpsuits, skirts, jackets, blazers,
dresses, co-ord sets, and more
The brand is known for its unique designs and sustainable practices, making
it a great choice for conscious consumers
Made-to-Order Occasion Wear:
Story of Urban Suburban
By FVC Team
Summary:
Urban Suburban’s design process
differs from fast fashion brands
in that it focuses on unique and
sustainable designs, and the design
process begins only after the fabrics
have been sourced. The brand is
committed to sustainability and
ethical fashion, using eco-friendly
fabrics and upcycling techniques
to reduce waste and minimize its
environmental impact.
Brand Story

43
Sustainability
Urban Suburban is committed to sustainability
and ethical fashion. The brand uses eco-friendly
fabrics and upcycling techniques to reduce
waste and minimize its environmental impact
Additionally, the brand’s made-to-order
collection is printed on demand,
reducing the need for excess inventory
and minimizing waste
Founder’s Story
Urban Suburban was founded in
2017 by three sisters who shared
a strong desire for travel, food,
fashion, and vacations, which
they manifested in the form of
clothes with timeless silhouettes
What sets Urban Suburban apart
is that the design process begins
only after the fabrics have been
sourced, allowing the team to
collectively brainstorm and
create a range of unique and
sustainable designs
Fashion and Style
Urban Suburban offers a
variety of styles suited for
every occasion, from laidback
brunches to evening dates or
nights out
The brand’s designs are for
all women who like to experiment with fashion and
make a statement
Urban Suburban’s co-founder also provides
personal wardrobe styling services and shopping
advice for men and women in the San Francisco
Bay Area
Overall, Urban Suburban is a brand that
combines unique designs, sustainability,
and ethical fashion practices. The
brand’s commitment to eco-friendly
fabrics, upcycling techniques, and
made-to-order collections make it a
great choice for conscious consumers.
Urban Suburban’s Design Process
The brand is known for its unique
designs and sustainable practices,
making it a great choice for
conscious consumers.
Fast fashion brands typically focus
on rapidly producing high volumes
of clothing using trend replication
and low-quality materials to bring
inexpensive styles to the end consumer.
In contrast, Urban Suburban’s design
process is unique and sustainable. The
design process begins only after the
fabrics have been sourced, allowing
the team to collectively brainstorm and
create a range of unique and sustainable
designs. This process is different from
most fast fashion brands, where the
mood of the complete collection is
conceptualized first. Urban Suburban
is committed to sustainability and
ethical fashion. The brand uses eco-friendly
fabrics and upcycling techniques to reduce
waste and minimize its environmental
impact. Additionally, the brand’s made-to-order
collection is printed on demand, reducing the need
for excess inventory and minimizing waste
¿¿
Fast fashion brands typically
focus on rapidly producing high
volumes of clothing using trend
replication and low-quality
materials to bring inexpensive
styles to the end consumer.

Fashion Value Chain-MAY-JUNE 2023

Fashion Value Chain-MAY-JUNE 2023

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