A farm to fashion story

Chennai

Ethicus was formed with the objective of growing the finest of organic cotton and producing textiles using traditional techniques of handloom weaving to make Indian heritage fashionable. The cotton is grown in the pristine surroundings of the Western Ghats and woven in their in-house handlooms in Pollachi. 

The brand works with tribal farmers encouraging them to grow traditional varieties of cotton and help them make a smooth transition from genetically modified cotton to environment friendly cotton. 

“This eliminates the use of harmful pesticides and insecticides and their subsequent impacts thereby reversing the damage done to the environment, flora and fauna of the region. Although the process is slow, the end product is worth the wait. We understand the value of handwoven art and have forged new partnerships with farmers and artisans. While we are keenly aware of the need to keep their traditions alive, we are also constantly experimenting with new designs, themes and techniques to develop innovative clothes for the woman of today’s age,” adds Mani Chinnaswamy. 

(An artisan weaving a sari)

The brand will be showcasing its collections, ‘Mumbai Meri Jaan’ and ‘Ajrakh’, at Amethyst on March 3 and 4. While the former is a colourful and contemporary collection of saris and stoles, encompassing the visual experience and elements that highlight the daily life experiences of a Mumbaikar, the latter is a limited edition collection of classic saris hand block printed in Kutch and handwoven on looms in Pollachi. 

The brand also educates farmers in traditional and scientific methods of growing sustainable and high quality cotton consistently. “This backward integration initiative helps in ethical sourcing of high quality cotton satisfying the requirement of quality discerning clients. It also brings a high degree of transparency and traceability right up to the farmer who produced it,” adds Vijayalakshmi Nachiar.

Every product of the brand also carries a unique story. They carry tags with a picture of the weaver on it. It also states his/ her name and the number of days it took them to weave the product. Other tags inform the customers about the eco-friendly quotient and recognise the effort of the cotton farmers. Another tag also indicates the design story. 

“One of our main aims is also to lift their standards of living and give them more moral and financial support to exhibit their craftsmanship and give them the identity of an artisan. Today, they are more eager to continue with their craft rather than deviating into other professions. With this, they are able to create a unique place wherein they are in pace with contemporary developments and yet be rooted to their skills that have been passed on for generations by their forefathers,” finishes Vijayalakshmi.

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