Making a mark in the world of sustainable fashion, Amar Kosa, a Bangalore-based clothing brand for women highlights the importance of eco-friendly lifestyle choices. From vegan silks to chemical-free cottons, the fabrics are hand-dyed with traditional techniques and designed into uber-stylish outfits that are breathable, lightweight and delightful to adorn. Asrashaheen.in chats up with Rucheeta, Founder, Amar Kosa, who shares with us her vision to create awareness towards choosing timeless outfits that consume less in their making but last longer in your wardrobe.
Timelessness flows through the display and décor of the clothing studio of Amar Kosa, a Bangalore-based sustainable fashion brand for women. Step into the place, and you can sense the fluidity of fabrics, crafts and hues in the air. Every nook and corner and virtually every display rack and stand has a tale waiting to unravel the treasure trove of hand-woven and hand-dyed fabrics… Tales of traditional crafts expressed through modern-day silhouettes designed with new-age sensibilities… But what makes this potpourri even more meaningful is the eco-conscious essence of the brand.
The fabrics are either sourced from the excess lots stacked in the mills so they can be put to better “re-use” or are bought directly from the weavers. These are largely natural handlooms such as cotton, including organic cotton, hemp, flax, linen and vegan silks. Imbued with hand-dyed shibori, marbling, tie and dye and handblock printing, the fabrics are then fashioned into chic designs. Making a mark as a sustainable fashion brand, Amar Kosa is essentially about underlining the importance of the 3 Rs: Reduce, Reuse and Recycle. A concerted effort is made to reduce the carbon footprint by incorporating various eco-friendly strategies in production as well as in day-to-day practices. These include using chemical-free fabrics and dyes which minimizes water wastage considerably. Their “vegan silk” fabric for instance is completely eco-friendly as it is derived from a cellulosic fiber extracted from tree pulp. It is moisture absorbent and hence breathable, lightweight and yet very radiant.
Asrashaheen.in chats up with Rucheeta, Founder, Amar Kosa, who shares with us her vision to create awareness towards an eco-conscious wardrobe and slow fashion. She works with handmade and chemical-free Indian fabrics and incorporates traditional crafts and transforms them into contemporary fashion statements.
A Childhood Well Spent with Hands-on Creativity & Zero Wastage
Born and brought up in Barabanki, a small town near Lucknow, Uttar Pradesh, Rucheeta grew up in her ancestral home where terms such as “reuse, recycling and upcycling” may have been unheard of but were diligently practiced as a way of life. Her daily afternoon routine back from school was to fiddle around with tatters and shreds that were leftover from the needlework, which was a ubiquitous activity in most households of the region. She would experiment with making stuffed toys and pouches. “The rich art and culture of the heritage city was a great influence on me,” she says.
As someone who “practices what she preaches and sells,” Rucheeta makes a resourceful use of every seemingly unwanted thing with her inventive instincts even for the décor of her studio. From a chair discarded by her neighbor to the tatters rejected in the process of stitching, every castoff article that would otherwise find its way to the trash bin becomes her muse for makeover and upcycling. Whether it’s a saree draped as window curtain or a phulkari dupatta used to deck up an antique bench chair, Rucheeta’s personalized touch to her studio interiors exemplifies what the brand stands for.
“We also provide upcycling solutions to our customers. I encourage them to bring their unused heirloom sarees and transform them into designer wear outfits or home accessories.”
Shared Vision of Timeless Fashion
With an experience of 15 years in the garment industry in her kitty, when the NIFTian found her creative calling in ethical clothing, she launched her own label, Amar Kosa, in 2019. The word is derived from the Sanskrit term, which means “Eternal Collection”.
“After working with brands such as Bombay Dyeing, Abercrombie & Fitch, and GAP, I decided it was high time I started my own brand. I envisioned creating a minimal and conscious wardrobe with quality and ethical clothing,” Rucheeta reminisces. Her life partner and Co-Founder, Rahul too joined in and that’s how Amar Kosa became a shared vision and passion for the couple.
Shibori, Marbling and Other Hand-dyeing Crafts – Of Incredible Patterns & Infinite Possibilities
Their shibori ensemble is a tender mix of traditional shaped-resist patterns and uber-stylish geometric designs. A celebration of psychedelic contours and clean lines, Shibori is Amar Kosa’s bestselling collection. “It’s something that everyone has fallen in love with,” informs Rucheeta.
On display, you’ll find outfits crafted in refreshingly breathable textures such as vegan silks gently nudging pure handspun cotton fabrics, all hand-dyed with shibori. Shades of rich indigos, vivid sunflower yellows and romantic hibiscus red lend a vibrant yet classy flavor to the collection.
The striking marbling collection is a cool blend of uniquely-patterned outfits in minty greens, blues and oranges. Marbling is an ancient technique that involves paints, adhesives and water to create exclusive patterns on fabric. The brand also houses handblock printing and Pochampally Ikat outfits.
Tastefully Handcrafted & Versatile Styles
If you are a free-spirited and confident woman who is bold enough to choose a fashion sense that encourages slowing down rather than hopping onto fast trend bandwagon, Amar Kosa is sure to interest you. With flowy but well-fitted cuts, halter necklines, noodle straps and fun-styled sleeves, the outfits are best-suited for brunching and partying with friends, office wear and resort look. The subtle color palette and versatile wearability make them apt for multipurpose use, which adds to their sustainability quotient. “Our crops tops are popular among age groups ranging from mothers to their teenaged daughters. A daughter picked this to pair it with her jeans, whereas the mom found it just the right match for her saree,” demonstrates Rucheeta holding a shibori top in her hand.
Invest in an Eco-Conscious Outfit that Lasts Longer
“There goes a saying that it takes a village to make a dress, and it’s very true,” she says elaborating how the brand believes in fair wages to its workers and weavers. “Our staff is well paid and looked after,” she says fondly adding that she shares a personal rapport with the staff who is like a family to her. The brand is engaged in working with weavers and artisans from across India whose livelihood is dependent on handlooms and hand-dyeing traditions.
“My core philosophy is to encourage consumers to invest in a piece that passes through the hands of several artisans. Choose an outfit that consumes less in its making but lasts longer in your wardrobe,” reiterates Rucheeta.
Drop into the studio by appointment or shop online.
To contact the studio, click the social media handles below:
