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2018
Sustainable fashion brand Ethicus all set to take Delhi by a storm again with their exclusive exhibition
News Release from Ethicus
8 March 2018
" The most awaited exhibition comes to Delhi with their exquisite collection of organic cotton sarees and much more "
After receiving an
overwhelming response in Delhi with its last edition "Mumbai Meri Jaan"
last year,
ETHICUS is proud to showcase its second collection at the
capital. This two-day exhibition will be on 9th & 10th March 2018
from 10:30 AM to 7:00 PM at New Delhi's Aga Khan Hall and will showcase
some amazing handwoven textiles from Pollachi, Tamil Nadu. India's first
organic farm to fashion brand launched in 2009 - Ethicus brings their
exquisite collection to the capital, showcasing the weaves made from the
finest of long staple organic cotton by master artisans. Light in
weight & perfect for the summer, the sarees & stylish readymade
blouses embody 'smart dressing'. Beautifully designed & arduously
finished, Ethicus is a pioneer in slow & sustainable fashion.
The Pollachi-based brand Ethicus stands for 'Ethics and Us'. Ethicus
debuted at the Lakme Fashion week in Mumbai last year in September
wherein they showcased their 'Matchmaker' collection which comprised of
14 garments dominated by saris. The show took place on LFW's Sustainable
Fashion Day and Ethicus was one of the nine labels selected to showcase
luxury sustainable fashion. And this spring, Ethicus is going to
exhibit its 3 new collection of saris & stylish readymade blouses.
Every inch of every sari in this collection is an artistic
interpretation.
* 'All Day Elegance'- Ethicus is thrilled to be
showcasing their line of Contemporary, Chic & Eco friendly Sari's
'All Day Elegance'for every day. Fresh of the loom, light and summery,
beautiful colour combinations combined with amazing textures make these
saris a perfect choice for any occasion be it a whole day in office or a
fun day with friends.
* 'Ratan'-A collection of beautiful hand woven
'Floral Jaal's' all over the sari's in festive & pastel
colours. Perfect for summer weddings & special occasions, each piece
is a work of art and has been painstakingly woven by artisans taking
more than a month to complete each sari. This collection is classic
& timeless.
* 'Made By Hand'-Hand woven on looms in Pollachi &
worked on by artisans in Kutch, Gujarat Ethicus brings to you their
limited edition collections - Ajrakh & Bandhani. Printed with
natural dyes; this Ethicus collection is traditional in its technique.
Their hand block printing is done by custodians of a 9th generation
family of Ajrakh Printers. The purity & fineness of the fabric lends
itself to be printed in brightly coloured hues of Madder Red, Indigo
Blues, Greens, Yellows, Blacks, Greys and Browns.Nimble fingers of very
skilled women artisans have worked tirelessly for months to create
thousands of tiny 'bandh' in each sari resulting in beautiful 'Rai'
Bandhani saris. These have been dyed in beautiful colours with
contrasting edges giving them a contemporary look.Rich Borders woven
with gold & silver threads and pallu's woven with the traditional
'Korvai' techniques enhance the look & retain the flavour of the
South from where the saris originate creating a new sari narrative.
"To all of us, Delhi brings about so many emotions. Whether you love it
or hate it, you can never ignore it. It is a lively city and has a
perfect blend of modernization and traditional architecture." says
Vijayalakshmi Nachair, the co-founder of Ethicus who runs it alongside
her husband Mani Chinnaswamy.
Ms. Nachair further added "We started out at a time when sustainable
fashion was not the rage, but I guess my fascination with textiles was
something that was inherent even as a youngster. We are not just another
label. We are keenly aware about the resources we use and our carbon
foot print. Our process is slow. Our products are of the highest quality
and our designs are timeless. It is a colourful and contemporary
collection of sarees encompassing the visual experience and elements
that highlight the daily life experiences. On display in this year's
exhibition will be saris from our latest initiative 'Made by Hand,'
which is a collaborative work with artisans from across the country.
While we are keenly aware of the need to keep their traditions alive, we
are also constantly experimenting with new designs, themes and
techniques to develop innovative designs for the modern woman of today."
In line with the philosophy of 'Inclusive growth', all Ethicus products
carry tags with the picture of the weaver on it. It also states his/her
name & the number of days it took him /her to make it.
Other tags inform the customers about the 'Ecologic project' &
recognize the effort of the cotton farmers. A tag also indicates the
design story. Ethicus has brought about a social, environmental &
economic impact through their initiative.
About Ethicus
'Ethicus'- India's first Organic & Sustainable Fashion Brand, is a
farm to fashion story established by the husband & wife duo of Mani
Chinnaswamy & Vijayalakshmi Nachiar. The main objective has been to
grow the finest of Organic Cotton and produce textiles using tradition
of handloom weaving to make our heritage fashionable.Grown in the
pristine surroundings of the Western Ghats, Ethicus works with tribal
farmers and encourage them to grow environment friendly eco-logic
cotton, thereby eliminating the use and effects of harmful pesticides
& insecticides & helping to reverse the damage done to the
environment, flora & fauna of the region. The project also educates
farmers in traditional & scientific methods of growing sustainable
& high quality cotton consistently.This backward integration
initiative helps in ethical sourcing of high quality cotton satisfying
the requirement of quality discerning clients. It also brings a high
degree of Transparency &Tracability right upto the farmer who
produced it.
For More information:
Tanu Soni/ Archana Surya
+91 8860764817/ +91 9711924473
tanu@ kindlewoodcommunications.in / archana@ kindlewoodcommunications.in
