Nothing can match the look of traditional textile crafts and the feel of natural fibers. Sonu Jain and Matrika Bhandari, cofounders, Inkriti, a sustainable unisex natural clothing brand, are setting ecofriendly fashion goals by synergizing heritage looms and contemporary sensibilities. Vibezeen magazine beings you a dekko of their comfortable style statements.
The record-breaking heat this summer seems to have changed the yardsticks of measuring temperature. From thermometers and barometers the measuring scales changed this year to boiling eggs on bonnets and roasting food in desert sand! While the scorching outdoors and suffocating indoors were unbearable, it was a double whammy with power cuts and water crisis. Despite the onset of monsoon, the heat is still on! The very thought of dressing up for meet ups or social dos even in late evenings is way too daunting. With soaring mercury and humidity levels every year, all you need is super breathable wear to soothe you in style. Nothing can match the feel and comfort of natural fibers, organic dyes and handcrafted techniques. Inkriti, a sustainable unisex natural clothing brand, has been offering this very choice.
Sonu Jain and Matrika Bhandari – Setting Eco-conscious Fashion Goals
When Sonu Jain and Matrika Bhandari cofounded Inkriti in 2022, their shared dream was to make Indian textile crafts accessible to people through slow fashion. Empowering the craftsmen with due credit and enhancing consumer awareness with ecofriendly options has been central to their handloom story. Together, Sonu, a chartered accountant and Matrika, a design researcher, decided to integrate their distinct yet complementing professional skills to make a meaningful difference in textiles, the second largest employment generating industry in India. They envision synergizing traditional crafts and contemporary sensibilities through a sustainable process, including zero wastage techniques.
Two years down the line, Inkriti is gaining footing in the world of sustainable fashion in times when the brand couldn’t have been more relevant. From marketing their products through social media to putting up stalls at handloom expos and selling through online ecommerce sites, they have been exploring different platforms to reach handloom enthusiasts across the spectrum. Vibezeen gives you a dekko of their handcrafted fashion statements.
Inclusive & Gender Neutral Fashion is the Way to Go
Inkriti is one of the few brands to embrace the idea of inclusivity in more ways than one. Crafting outfits for all body types, their top wear blurs the gender boundaries with unisex silhouettes.
Innovative Styles
Reversible cuffs, concealed plackets, godet and use of tassels are some of the interesting cuts and styles that infuse freshness and fun.
Seamless Blend of Textile Traditions & Contemporary Chic
Tangaliya, the splendidly dotted woven textile of Surendranagar district, Saurashtra, exclusive to Gujarat, aptly complements their white shirt collection. Adding a colorful charm to the menswear jackets are the vibrant Ajrak blockprints. Their range of Kala cotton, purer and more sustainable variety of cotton, is equally noteworthy.
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