Transparency and accountability are integral to our approach
Vritti Designs merges traditional elegance with modern trends, championing Indian craftsmanship and eco-friendly practices. At the heart of its ethos is the commitment to nurturing a serene connection between the rustic heritage and contemporary style, supporting local artisans, and promoting organic living. Speaking to Fibre2Fashion, Director – Product Design & Development Vritti Pasricha discusses supporting livelihood and sustenance of artisans, especially women in rural India.
Can you discuss the significance of artisan-made clothing in today’s fashion industry?
Artisan-made clothing holds significant importance in today’s fashion industry for several reasons. Firstly, it preserves cultural heritage and traditional craftsmanship, adding unique value to fashion pieces. These handmade garments often reflect the skill, artistry, and cultural identity of the artisans who create them, offering consumers a connection to the rich history and stories behind each piece.
Secondly, artisan-made clothing promotes sustainability and ethical production practices. By supporting local artisans and small-scale production, it contributes to fair labour practices, empowers communities, and reduces environmental impact. Artisan-made garments are typically crafted with care and attention to detail, resulting in higher quality, longer-lasting pieces that contrast with the fast fashion industry’s disposable mentality.
Moreover, artisan-made clothing offers consumers an alternative to mass-produced, cookie-cutter fashion. Each handmade piece is unique, embodying individuality and personal expression. In a world saturated with uniformity, artisan-made clothing allows consumers to stand out and express their style while supporting artisans and preserving traditional craft techniques.
Overall, artisan-made clothing plays a crucial role in fostering sustainability, preserving culture, and promoting ethical practices in the fashion industry. It represents a shift towards conscious consumerism and a deeper appreciation for the artistry and craftsmanship behind the clothes we wear.
How can fashion brands balance the demands of profitability with the principles of sustainability?
Fashion brands can balance profitability with sustainability by investing in research for innovative materials, optimising supply chains to reduce waste and costs, and transparently communicating sustainability efforts to consumers. Adopting circular economy principles, such as designing for durability and recyclability, further extends product lifespan and enhances brand reputation. Overall, integrating sustainability into business strategies and operations ensures long-term profitability while contributing to a more sustainable future.
What are some common challenges that fashion companies face when transitioning to more sustainable practices?
Transitioning to more sustainable practices poses several common challenges for fashion companies. Firstly, sourcing sustainable materials can be difficult due to limited availability and higher costs compared to conventional options. Additionally, the upfront investments required for technology, training, and certifications may strain budgets and impact short-term profitability. Managing the complexity of global supply chains and ensuring compliance with sustainability standards further
complicates the transition process. Moreover, educating consumers about the importance of sustainability and shifting their perceptions away from fast fashion presents a significant hurdle. Addressing these challenges demands a holistic approach, emphasising collaboration, innovation, and long-term commitment to sustainability goals.
Can you tell us about the inspiration behind the name ‘Vritti’ and how does it reflect your brand ethos?
The name ‘Vritti’ draws its inspiration from the Sanskrit word meaning ‘waves’ or ‘ripples’. It reflects our brand ethos in a profound way. Just as waves ripple outward, influencing everything in their path, Vritti Designs aims to create a ripple effect of positive change in the textile industry. The name ‘Vritti’ symbolises our commitment to making a lasting impact, one wave of sustainable fashion at a time.
In addition to its Sanskrit meaning of ‘waves’ or ‘ripples’, ‘Vritti’ also encompasses the concept of ‘source of livelihood’ as per Kautilya’s Arthashastra, an ancient Indian treatise on economic policy. This adds another layer of depth to our brand’s name. At Vritti Designs, we are deeply committed to supporting the livelihoods of our artisans, particularly women in rural India.
Our goal is not only to create beautiful textiles but also to provide sustainable employment opportunities that enable artisans to support themselves and their families. Thus, the name ‘Vritti’ reflects our dedication to fostering economic empowerment and prosperity within the communities we work with, echoing the principles of livelihood and sustenance outlined in the Arthashastra.
Could you elaborate on the role of Vritti in supporting and empowering local artisans, especially women in rural India?
Vritti plays a pivotal role in supporting and empowering local artisans, particularly women in rural India, by providing them with sustainable livelihood opportunities while preserving traditional craft techniques. We prioritise fair compensation, flexible work arrangements, and gender equality to ensure economic empowerment and community development.
What distinguishes your approach to eco-friendly fashion from other brands in the market?
One key aspect that sets us apart is our commitment to working with rural artisans and utilising traditional craft techniques. By partnering with skilled artisans who employ age-old practices such as handloom weaving, hand embroidery, and natural dyeing, we not only preserve cultural heritage but also minimise our environmental footprint. Additionally, we prioritise the use of organic and natural materials, ensuring that our products are free from harmful chemicals and pesticides.
Moreover, transparency and accountability are integral to our approach. We strive to maintain open communication with our customers, providing them with insights into our supply chain and production methods. This level of transparency allows consumers to make informed choices and fosters trust in our brand.
Overall, Vritti Designs stands out in the eco-friendly fashion landscape by prioritising sustainability, craftsmanship, and transparency. Our unwavering commitment to these principles sets us apart and underscores our dedication to creating a more sustainable future for fashion.
As a Government of India Recognised Export House, what challenges and opportunities do you encounter in expanding its global presence?
We encounter challenges such as navigating trade regulations and competition from global brands. However, we also recognise opportunities to leverage our status to expand our global presence sustainably. We prioritise partnerships with ethical suppliers and embrace circular fashion principles to minimise waste and enhance competitiveness in international markets.
How does Vritti leverage traditional textile techniques and herbal dyes in its product range?
Vritti leverages traditional textile techniques and herbal dyes by collaborating with skilled artisans and sourcing natural materials sustainably. We integrate handloom weaving, hand embroidery, hand quilting, and natural dyeing into our designs. By preserving cultural heritage and minimising environmental impact, we create textiles that are both aesthetically pleasing and eco-friendly. Additionally, we source natural dyes from locally grown plants and herbs, ensuring that our dyeing process is environmentally friendly and free from harmful chemicals. By embracing these traditional techniques and materials, Vritti creates textiles that celebrate cultural heritage while minimising our ecological impact.
Could you explain the benefits of Vritti’s Ayurvedic clothing and how it promotes health and wellness?
Vritti’s Ayurvedic clothing promotes health and wellness by using natural materials and herbal dyes that are gentle on the skin. By combining ancient Ayurvedic wisdom with modern fashion, we create products that not only look good but also contribute to overall well-being and environmental sustainability.
What types of organic fabrics do you use in the manufacturing process, and how are they sourced?
We use a variety of organic fabrics such as organic cotton, peace silk, hemp, and linen in its manufacturing process, all sourced from certified organic farms and suppliers. By using organic fabrics and embracing circular fashion, we ensure that our products are both eco-friendly and of the highest quality.
Can you elaborate on the services Vritti offers to independent designers, startup labels, and established brands?
Vritti offers a range of services to independent designers, startup labels, and established brands, including design consultation, custom manufacturing, and ethical sourcing. By providing transparent and ethical services, we support our clients’ sustainability goals while promoting environmental stewardship and social responsibility.
How do you ensure quality control and ethical standards throughout the production process?
Vritti ensures quality control and ethical standards by conducting supplier audits, selecting sustainable materials, employing in-house inspections, conducting rigorous testing, and providing employee training. This comprehensive approach guarantees that our products meet high-quality and ethical standards at every stage of production.
Looking ahead, what are Vritti’s future goals and initiatives in promoting sustainable fashion and supporting local communities?
Vritti’s goals and initiatives revolve around further promoting sustainable fashion and supporting local communities. We aim to expand our range of eco-friendly products, incorporating innovative sustainable materials and techniques into our designs. Additionally, we plan to strengthen our partnerships with local artisan communities, providing them with greater economic opportunities and empowerment. Through these efforts, we strive to make a positive impact on both the environment and the livelihoods of those we work with, advancing the cause of sustainable fashion and community development.
How do you see the future of traditional textile techniques evolving in the next decade?
In the next decade, traditional textile techniques are likely to experience a resurgence and evolution driven by a growing appreciation for craftsmanship, sustainability, and cultural heritage. We may see a renewed interest in traditional methods such as handloom weaving, hand embroidery, and natural dyeing as consumers seek unique, high-quality products with a story behind them. Additionally, advancements in technology may facilitate the integration of traditional techniques with modern production processes, allowing for greater efficiency and scalability without compromising authenticity. Collaborations between designers, artisans, and technology experts may lead to innovative applications of traditional techniques, resulting in new, contemporary interpretations of age-old crafts. Overall, the future of traditional textile techniques appears promising, with opportunities for growth, innovation, and cultural preservation in the global fashion landscape.
What advice would you give to individuals or businesses looking to adopt more sustainable practices in their fashion choices or operations?
Educate yourself on sustainable fashion principles, such as ethical sourcing and environmental impact, to make informed decisions. Prioritise quality over quantity by investing in durable, timeless pieces that reduce waste and promote longevity. Practice the three Rs—reduce, reuse, and recycle—to minimise waste and environmental footprint. Lastly, advocate for change by supporting initiatives that promote sustainability and fair labour practices in the fashion industry. By incorporating these practices into your fashion choices, you can contribute to a more sustainable future for the industry.
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