Asha Gautam's new venture highlights the need for sustainability in fashion
Updated On: 01 February, 2024 05:52 PM IST | Mumbai | mid-day online correspondent
Under this new social venture, Asha Guatam creates awareness around the need for sustainability in fashion and the crucial role garment recycling and upcycling plays in fighting climate change
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Embroidered border of an old saree is transferred on a new base. Photo Courtesy: Asha Gautam
Asha Gautam, a popular name in the world of handcrafted heirloom clothing, announced the debut of their latest venture – the Kadam Project. This social initiative represents a significant stride in the revitalisation of timeless, handcrafted fashion, spanning sarees, bridal couture, and festive attire. The Kadam Project underscores Asha Gautam`s commitment to sustainability in fashion, environmental consciousness, and a circular design process.
Asha Gautam brings a wealth of expertise in reimagining classic pieces for their discerning clientele. The brand, supported by a team of skilled artisans, aims to broaden its impact on a wider audience by infusing new life into the allure of vintage fashion while championing principles of recycling and upcycling.
"In the current landscape, where concerns about climate change and sustainability take precedence, Kadam creates awareness around responsible fashion, resonating with the imperative for a paradigm shift in consumer behaviour. Our objective transcends merely slowing down the process of crafting new garments; it extends to the judicious reuse of existing pieces for future consumption," remarks Gautam Gupta, creative head at Asha Gautam.
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