Woman who designs men's wear
It is most unlikely that a graduate in Electronic Engineering take a fancy to fashion designing. But for 44-year-old Hima Sailaja Theerdhala, despite having a lucrative job with fat pay cheque, the lure of yard goods was irresistible. The brain behind the popular brand - Weave Nation - has an interesting story to tell.
Hyderabad-based Hima Sailaja was born in Vijayawada and completed her schooling and Diploma in Electronics and Telecommunications there. After completing her Engineering in Electronics from Mumbai University, she worked in IT industry in places like Hyderabad, Bangalore, the UK and the USA.
It was in 2010 Hima did Fashion Designing and then in 2012, started a boutique with customised and ready-to-wear handloom women's wear. "Now I have my own brand - Weave Nation - which is a contemporary handlooms brand for men.
As a promising upcoming brand, I got admission in to 10,000 Women's Entrepreneurs programme 100 per cent sponsored by Goldman Sachs and conducted by ISB and also launched Indian Doll, Kiyaa (like barbie). Kiyaa is world's first ever Indian Doll," she says.
Her collections are based on the theme "Hum Kisssise Kum Nahi". "Since we are the only handlooms brand, I have collections in Ikat and Mangalagiri cotton. The colours are bold which ooze confidence. We used bold buttons and high collars all reflecting confidence.
Our designs are all contemporary. This collection has also Indo-western shirts and casuals with side zippers, bold buttons and flap shirts. It also celebrates the vibrance and euphoria of kids with happy colours," Hima elaborates.
Every designer is inspired by a story or a passion and so is this Telugu designer. "It's my passion for fashion that led me to do fashion designing. It's my life's dream to own my own clothing brand," she says.
Hima sources handlooms directly from weavers. She has source across India, especially in two Telugu States. "I source directly from weavers so that they get maximum profit margins and customers get the best price," Hima adds.
"Since handlooms production is time-taking, our production cycles have to be carefully planned. Since all are handmade fabrics, we have to be careful in repeating collection pieces as same shades may not be available and also communication with a few weavers is tough due to various reasons," she narrates the odds.
Talking more about her designs, she says, "I don't follow global trends blindly as India has its own festive and wedding seasons. I purely go by Indian seasons and base my collection accordingly. In silhouettes, though I inculcate a few global fashion trends, I take what weavers have to offer and use it to design as I have thorough knowledge of fabric feel, fall and colour."
Her collection in Hyderabad is available at Den M store, Serlingampally. It's an all-men multi brand store. It can also be ordered through Instagram and Facebook pages. Contributing her part to the weavers she says, "I directly source from weavers to avoid middlemen so that maximum profits go to them. I also educate them regularly on what's the current market trends so that the demand of their products increases."
About her future she says, "I want to make every man wear handloom attire at least once a week through my brand Weave Nation. That is the reason we have modern designs to appeal to youngsters and get them to wear handlooms with love, to make Weave Nation the national handloom brand."
"India supplies 80% of world handlooms. They are our pride and we should preserve our handlooms from extinction. The sheer comfort and elegance of handlooms is unmatched by any other fabrics. Wearing handmade garment is a luxury and in turn, wearer supports our weavers,"she adds.