Earthwear, founded by Manav and Vineeta Ganeriwala Gupta in 2011, is a women’s wear brand having natural, handcrafted and aesthetic designs with an urbane twist. It aims to encourage local artisans and revive traditional Indian crafts and skills, while making sure the fibres are eco-friendly.
They have an awesome collection of kurtis, tops, shrugs, dresses, jumpsuits, jackets, scarves, sarees, dupattas, stoles and bottom-wears like palazzos, cowl pants, leggings, culottes and straight pants along with accessories like bags and jewellery made of clay, brass and jute. The range is perfect for casual and light occasion wear. Recently they have started madur and sabai grass craft, ceramic utensils and dokra art.
The apparel is done by hand using fabrics like cotton, linen, khadi, mulmul, tussar, chanderi, matka silk, kota doriya, cotton silk and jute silk among others. They’ve got beautiful embroidery work done in kantha, jamdani, zardozi and also different prints like shibori, hand block and batik. Designed by Vineeta herself, the products exude an eloquent mix of age-old techniques and contemporary classics for the free and feisty spirit of the modern Indian woman.
At present, the brand is confined to Kolkata having two stores at New Alipore and Avani Riverside Mall. In order to increase the visibility, the brand is exploring the options of MBOs and targeting tier -I cities. Earthwear is also exploring other options like franchise routes and tie-ups with major e-commerce portals.
It was created with an endeavour to reflect the spirit of India through its carnival of colourful textiles and further given shape and form with an attempt to reflect the touch of the human hand and sensibility of rural artisans to produce unique, handcrafted products having a rustic look. Quintessentially crafted for the 21st century woman, each piece spells a unique story. With a vision to create a modern interpretation of age-old crafts, the brand is working towards creating a bridge between the traditional handicrafts and their modern-day use.
