Re-inventing Khadi

Khadi is attracting small upcoming fashion labels that are exploring possibilities to reinvent the intricate handspun fabric and keep it relevant in an industry driven by experimentation.

With chic silhouettes and eye-catching designs, the appeal of the natural fabric, which now comes in a variety of beautiful colours has seen an upsurge, say designers.

“It isn’t too difficult to establish Khadi in niche and more expensive markets. However, the story is different for when it comes to cost-effective markets,” says Astha Vashisth, founder and designer at Delhi-based Fayakun Design Studios.

Vashisht has made it her business to re-invent woolen <g data-gr-id="46">khadi</g> from the valley of Ladakh and retail it. 

Given the predominantly hot climate, Khadi is the perfect fabric for the country. The Cotton Rack, a newly founded Jaipur-based women’s wear label by Vinayak Sharma, has decided to retain the organic appeal of the fabric and produce garments that <g data-gr-id="48">blends</g> comfort, style and detailing.

Laila Tyabji, founder of Dastkar, a Delhi-based NGO for craft says, “In my view Khadi ticks all the buttons as the global consumer becomes increasingly conscious of eco-friendly fabrics that have a low carbon footprint, are low cost, low maintenance, and handmade from natural materials that can breathe.” 

Noted names in the fashion industry Ritu Kumar, Sabyasachi Mukherjee, Gaurang Shah showcase a wide vibrant range from bridal collections in <g data-gr-id="57">khadi</g> to traditional sarees with work of jamdani, zari and <g data-gr-id="55">gota</g>-<g data-gr-id="56">patti</g> among many more.

“Thanks to the eminent designers, Khadi has become popular not worldwide. <g data-gr-id="49">Fluidity</g> of the fabric helps me work with Khadi,” said Priyanjoli Basu, Founder of the 2012 label Priyanjoli. Priyanjoli specialises in making Khadi Western garments like skirts, shirts, pants among others.

The founder of the 2001 (check) label Gaurang, Gaurang Shah says, “What is even more delightful is the varied twists we brought into Khadi like reducing the count from 100 to 80 and giving it different colors and textures to enhance its look and appeal, has gone very well with the fashion consumers.” 

Talking about Khadi as predominantly a white collection, he says designers and their weavers undertake various challenges to <g data-gr-id="43">create</g> myriad hues of Khadi.

New innovations like these in recent years has helped put khadi among the most sought after piece for fashion shoppers.

Khadi has evolved from being a coarse fabric to a fashion forward textile that everyone is embracing. The finer finesse of the fabric has made future of Khadi as a more approachable, fashionable and durable fabric amongst the youth.

Khadi saw 125 <g data-gr-id="40">per cent</g> in sales after an appeal by Prime Minister Narendra Modi to promote the handwoven fabric by purchasing at least one Khadi product.

The government also took initiatives by organising Khadi <g data-gr-id="63">Paridhan</g> Utsav at Delhi University’s colleges in order to connect youth with Khadi. Industry insiders have pointed out the need for marketing Khadi in a better way. Keeping the marketing needs in mind, the KVIC had first introduced a new range of trousers, jackets, and tops and recently launched a new range of khadi denim products that are claimed to be better in quality and comfort than the other denim products.

With the collective efforts of government, KVIC and independent labels like Gaurang Shah, Sabyasachi, Fayakun, Red Sister Blue, Cotton Rack, amongst many others are making Khadi garments , the aim of making Khadi garments have a contemporary style with international standards of quality to make khadi a brand that not only inspires but aspires the youth seem to be successful.