Turtle, one of India's leading men's lifestyle brands unveiled their limited edition collection of Khadi menswear with the theme "Ecological Weave". This is an initiative which not only hopes to revive the khadi industry and the livelihood of its weavers and their families in rural India, but is also poised to revolutionalize menswear fashion.
Speaking to the media at the occasion, Mr. Shitanshu Jhunjhunwalla, Director, Turtle Ltd said, "Turtle has done significant research and development on the Khadi fabric for the last 3 years to make it more stylish, fashionable, comfortable and wearable on a daily basis. While some other brands have tried experimenting with Khadi in the past, no leading menswear apparel brand in India has been able to commercially produce Khadi shirts, trousers & jackets till date."
Khadi is so versatile a fabric that it keeps one cool in summers and warm in winters. But over the years, the production and usage of khadi cloth has been on the decline, especially among the youth and urban population - which have been driving India's growth story.
Over 70% of India's population lives in villages where illiteracy still prevails and the khadi weavers are among those who are being forced into unemployment due to the falling demand of the fabric. In spite of the fabric's qualities, comfort and suitability to Indian weather conditions, and commendable initiatives taken by the Government and some NGOs, khadi as an industry has still remained small-scale.
With this innovative initiative, Turtle will not only revive a fabric that has strong patriotic and emotional connect, but will also benefit the weavers and their families by giving them consistent employment and improving their quality of life.
The collection will comprise of casual shirts, trousers and jackets will be available in select Turtle stores across India.
India's finest men's lifestyle brand, Turtle Limited has carved a niche for itself providing formidable value and international style across a range of apparel and accessories. Today, Turtle has made its presence felt in 400 cities across India with over 60 exclusive Turtle and London Bridge stores and Turtle merchandise available in over 1600 multi brand outlets and in over 100 large format retail stores. Turtle is also among the few brands from India with a foothold in the overseas market like Italy, Dubai, Bahrain, and Kuwait.