RedPolka.com's window to share notes on fashion, Lifestyle, Designs and also Shopper Marketing
The vibrant air is here, caressing our faces and leaving us softly smiling. It is time to experience all the colours of the sky and celebrate the inner feeling of wanting to soar high and fly in the clouds of happiness. Today we talk to Jaya Bhatt and Ruchi Tripathi of Indigene Craft, as they tell us what keeps them pepped up enough to create a lovely vibrant, yet versatile fashion line perfect for women looking out to experiment with fusion dressing and fly.
Jaya and Ruchi are both textile design graduates from National Institute of Fashion Technology, New Delhi. They achieved their dream of a owning a fashion label which is a girl next door label, that is thriving on its simplicity and vibrancy. Indigene Craft is in essence, a craft and clothing company that enables relations amongst artisans, craftsmen and conscientious consumers. A team of designers, Jaya and Ruchi conceived Indigene after several years of practice and research on arts and crafts, and are now bringing to the fore living traditions of costume and embellishments.
Jaya is from Mumbai and Ruchi is from Lucknow, both these ladies bring make a good mix of khadi and linen, giving your wardrobe an indigenous feel with more room to experiment with accessories and colours.
On walking down the memory lane, Jaya says “Both Ruchi and I have a passion for handmade designs. After an extensive experience in the craft industry and working with several craft organizations and independent projects Indigene was conceived in 2010. It has to be one of the happiest moments of our lives!”
On Indigene’s indigenous designs…
“Indian textiles and crafts, and international designers such as Yohji Yamamoto, Daniela Gregis inspire us. From our days at NIFT, both of us were keenly interested in traditional crafts, surface textiles and weaves. Our respective associations with craft based organisations helped us to study and understand textiles, its artisans and their challenges. These grass root experiences motivated us to create a label that would take indigenous crafts to the next level; where we could get experimental with the available techniques. We toyed with the idea of using traditional, rustic crafts for creating niche products which were affordable.”
On dressing up for the Kite Flying Festival…
Here are some designs from Indigene that we can include in our wardrobe to feel the warmth of colours; clothes that’ll make us feel powerful and beautiful at the same time-
*(Click on pictures for more details on the products)
A few tips on how to experiment with fusion dressing-