Sustainable Fashion comes to town!

Ethicusis a Farm to Fashion initiative that Vijayalakshmi Nachiar started is considered India’s first organic & sustainable fashion brand. Established in 2009, it began with an aim to revive the rich local hand weaving traditions of the area through Product Development & Design Intervention.

“At the Ethicus Studio, each product is a handcrafted design using intricate textures in a wide range of ecofriendly colours. In short the brand works towards creating a product of the highest quality using the finest of Ecologic Organic yarns employing the best of artisans to create world class textiles for today,” the designer shares.

VijayalakshmiNachiar, as creative head of Ethicus, ensures that a minimum of 2 collections are made every year, one for the summer & the other for winter. She says, “The designs are an amalgamation of contemporary and traditional. The weavers are equally involved in the design process to help ideate various techniques of weaving, bridging the relationship between the designer and the weavers. Every design follows a theme & tells a story!”

The entire design process is documented and a serious effort is on to archive the designs & the samples developed. And in line with its philosophy of 'Inclusive growth', all Ethicus products carry tags with the picture of the weaver on it. It also states his/her name and the number of days it took him /her to weave the product.

The exhibition in Hyderabad will showcase the collection - ‘Mumbai Meri Jaan’, a colourful and contemporary collection of sarees encompassing the visual experience and elements that highlight the daily life experiences of a Mumbaikar. The sarees will be available in the prices ranging from Rs 6500 to Rs 40,000/- “Also on display will be sarees from our latest initiative ‘Made by Hand’, which is our collaborative work with artisans from across the country, “ sharesVijayalakshmi.