Handcrafted clothing brand Asha Gautam has launched ‘The Kadam Project’, which is a textile upcycling initiative and the project has been conceptualized to create a circular design process.
The label works with artisans to breathe a new life into vintage handloom pieces with an aim to redefine the boundaries of fashion.
For The Kadam Project, Asha Gautam’s network of craftspeople have taken sarees up to 50 years old and restored their zari with real gold and silver thread.
“Our objective transcends merely slowing down the process of crafting new garments; it extends to the judicious reuse of existing pieces for future consumption.” Asha Gautam’s Creative Head Gautam Gupta said.
“Kadam stands as a beacon of responsible fashion, resonating with the imperative for a paradigm shift in consumer behaviour,” he added.
Pieces in the Kadam Project have taken between two months to 12 months to complete and the project aims to encourage people to reuse existing garments to eliminate waste and celebrate heritage.
With a legacy going back 25 years, the label aims to mix heritage design with sustainable manufacturing processes.
The brand works very closely with weavers and artisans across India to revive history, culture, and heritage, making each creation a masterpiece.
The brand brings to life their Indian bridal line using techniques like appliqué, rich embroideries like Convent and French Knots, Nib Painting, Bandhani, and Chikankari.
The brand uses weaves from Kota Dori, Real Banarasi Zari, and Paithani, further essaying a new design story.
The label is currently associated with artisans from seven states, 15 clusters, with more than 30 Indian crafts and all designs are an amalgamation of modern cuts with rich craftsmanship.
Currently, the label retails from its exclusive brand store in New Delhi, its direct-to-customer e-commerce store, and several multi-brand stores.
Indian Apparel, Apparel & Textile News.