The denim has survived wars, recessions, and almost always been in fashion, and is now being re-imagined in yet another avatar. Heard of handloom denim?
The denim has survived wars, recessions, and almost always been in fashion, and is now being re-imagined in yet another avatar. Heard of handloom denim?
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What was the reaction of weavers when you approached them to create handloom denim?
They said it was impossible to make a fabric so tight on a handloom. We ended up making a few modifications and it took some convincing but now we are working with about 25 weavers locally.
The numbers are low, so we produce limited products.
Are eco-friendly products deemed niche and hence priced higher?
Our jeans are priced between Rs 2,000 and Rs 3,000 because of the limited numbers made. Those are still competitive prices. It isn't an elitist concept to wear organically produced clothing. If the demand increases by 40 per cent, the price could fall by 70 per cent and hence the main idea is to increase awareness about the product. Our growth has been considerable but slow.
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