To attract youngsters towards clothes made of Khadi, the Navjivan Trust, an organisation founded by Mahatma Gandhi, today opened an Khadi apparel store in its premises near Ashram Road in Ahmedabad.

The store, named ‘Swatva’, will be officially inaugurated tomorrow, Navjivan Trust’s managing trustee, Vivek Desai said at a press conference. The main aim of the store is to break the common notion that Khadi clothes are not stylish and do not come with proper fitting.

“We learnt from our survey that most youngsters don’t prefer to buy Khadi clothes because these apparels are either not very stylish or they don’t come with proper fitting. Thus, we have roped in three fashion designers, including one from NIFT, to design our apparels,” Desai said.

The designers are given some of the best Khadi material available across Gujarat and other parts of India to prepare the apparels, both for men and women.

“The finest Khadi is made in Gondal town of Rajkot. We buy that material and send it to Kutch for printing. Then, our designers make various clothes using that Khadi. In addition to traditional patterns, our range will have western designs too,” Desai added.