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Womenswear W partners with Solar Charkha Mission
12
Mar '18
Womenwear brand W by TCNS Clothing, has partnered with Solar Charkha Mission, an initiative by the government of India to revive and promote swadeshi handwoven fabric, for the launch of Harit Khadi items. This innovative method of weaving Harit Khadi is not only eco-friendly, but also scalable as it uses solar power driven charkhas and looms.

The increased output will increase the scope to use Harit Khadi in mass scale retail. Harit Khadi has been used to give shape to evolving sensibilities of modern Indian woman. As international fashion moves forward with comfort and sustainability as key focus areas, the brand has made Harit Khadi the leitmotif of SS18 collection.

"In the backdrop of Harit Khadi, we believe that this fabric weaves the social fabric of our country, as it has been the mainstay textile since the independence days and will continue to remain an integral part of our culture. It gives us immense pleasure to share platform with India’s leading private apparel companies like TCNS who have taken the initiative of bringing Harit Khadi to the mainstream fashion and bring back its sheen by associating with Solar Charkha Mission," said Giriraj Singh, minister of state for micro, small and medium enterprises.

This collection styled by W, an exquisite range made with a fine blend of Harit Khadi, offers intricate designs catering to the sartorial taste of discerning consumers. This initiative will provide the brand with an opportunity to popularise Harit Khadi products which in turn is proposed to help the weavers and local artisans’ to showcase their work on a wider platform and help provide a fashionable outlook to the product.

"Having partnered with Solar Charkha Mission, we at TCNS have made an attempt to take Harit Khadi, a symbol of Indian textile heritage — from Harit Khadi artisans in the villages of India to its discerning customers across the length and breadth of the country. Fashion is no longer just about trends and innovative designs; it is also a means to encourage dialogue on sustainable choices," Anant Daga, managing director, TCNS Clothing said.

"It is a matter of great pride for us to be associated with the mission as it signifies our rich textile legacy. We also hope that we will be able to set examples for the private sector in the apparel domain to reach out to masses by using their distribution channels for further adoption of this fabric in mainstream fashion," Dharmendra Kumar, head sourcing & supply chain said. (RR)

Fibre2Fashion News Desk – India


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