Apparel April 2019 Apparel April 2019 issue | Page 81

BRAND PROFILE
their festivities. Since ours is a labour-intrinsic
industry that only involves natural craft processes,
such setbacks weigh down the production,
challenging us from time to time.
TELL US A LITTLE ABOUT THE
COLLECTION YOU HAVE.
Aavaran’s extensive product range offers a wide
selection of women’s wear saris (in mulberry
silk, Kota Doriya, Kota silk, Tussar silk and
cotton), stylish kurtas, trendy shirts, tops, stoles,
dupattas, pyjamas and skirts. Our menswear
line includes shirts and kurtas. The children’s
range has shirts, dresses, tunics and kurtas and
the home furnishing selection comprises bed
linen, dhurries, tableware, cushion covers, quilts,
kitchen accessories and aprons.
WHAT WOULD YOU WANT TO
BE CALLED AS? HOW DO YOU
DIFFERENTIATE YOURSELF FROM
MANY OF YOUR CONTEMPORARIES?
Our mission is to create conscious sustainable
fashion where we promote the environment-
friendly craft of Dabu and natural dyes. We
empower artisans and rural women. We celebrate
the flaws in yarns and colour pay-offs in natural
dyes, as we believe everything is more beautiful
when it’s made with the heart and the pure souls
of skilled artisans.
SO, TELL US A LITTLE ABOUT THE
BRAND.
Style, minimalism and comfort describe our range
of hand-dyed and hand-block printed garments,
home furnishings and accessories. A range of
traditional yet contemporary printed garments
made out of fine fabrics, rich printed saris, stoles
and dupattas is the identity of Aavaran.
Aavaran has really worked hard for the survival
of the Dabu hand-block print. Even in such a
competitive commercialised market, we refuse to
shift to pigment dyes or commercial techniques
of printing; in fact, a new range of Ayurvastra was
developed to promote the old crafts of dyeing
APPAREL
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