Come Durga Puja, and the shopping frenzy goes off the charts. This festive season, prioritise sustainable clothing; explore a plethora of choices, from traditional to contemporary styles, offered by these eco-conscious homegrown brands that will leave you spoiled for choice.
Inkriti, a brand rooted in the principles of sustainability and cultural preservation, presents its ‘Shuruaat’ collection, featuring a number of sustainable options. As you embark on those epic pandal-hopping marathons, their unbeatable Kala Cotton shirts from the ‘Shuruaat’ collection will not only elevate your festive look but also keep you sweat-free. Moreover, they have reinvented Ajrakh motifs, celebrated for their timeless charm, in fresh and imaginative ways, offering a spectrum of vibrant colours and prints to make your Puja celebrations nothing short of extraordinary.
“Mix and match effortlessly with your choice of pants or twirl-worthy skirts because, let’s be honest, festive outfits are just not complete without that ‘CRAFTY’ finesse. Embrace sustainable fashion this festive season and bridge the gap between heritage and modernity while honouring the spirit of Durga Puja,” suggests Matrika Bhandari, founder, Inkriti.
What: Inkriti’s “Shuruaat” Collection
Another homegrown sustainable brand, Ummaira, has come up with its ‘Shoi’ collection this festive season, which delves deep into Bengali culture while celebrating the profound significance of the word ‘Shoi’ meaning ‘female friendships.’ This collection pays homage to the cherished bond between women and their closest female confidantes, emphasising the power that women possess when they uplift and empower each other.
As Debaroopa Bhattacharya, founder, Ummaira, beautifully puts it, “In the heart of Bengali culture, ‘Shoi’ is not just a word; it is the embodiment of the enduring friendships that women share, transcending time and generations. It represents the pure and unbreakable thread of love, trust, and shared experiences that unite us as women. Through our Durga Puja collection, ‘Shoi,’ we pay homage to this cherished concept, crafting sarees that symbolise the sacred connections among women, where the threads of friendship are intricately woven into the very fabric of our lives.”
What: Ummaira’s ‘Shoi’ Collection