Grassroot by Anita Dongre is the newest name in sustainable fashion. Her latest venture aims to keep indigenious crafts of India alive by mobilising skills from the grassroot level to the shop floor. The brand marries her urban aesthetic with local crafstmanship to create an ethical line of clothing.
At present the brand has started working with NGOs such as the SEWA Trade Facilitation Centre who work with local artisans near Patan in Gujarat for ahir embroidery; Self Employed Women’s Association in Lucknow for chikankari and Trishul foundation in Mumbai to work on warli and kantha embroidery.
The first collection offers number of crafts that range from ikats, phulkari to block prints within the same line. Creating a sustainable brand is a labour of love but Grassroot by Anita Dongre is already well on its way to mainstream fashion making the effort of creating a green sister brand a worthy one.
Grassroot by Anita Dongre will find its first destination store in Mumbai at Linking Road, Khar (W).
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