W by TCNS Clothing Co. Limited, women’s wear brand, today announced the launch of Harit Khadi products styled by W in its latest Spring-Summer 18 collection. The brand has partnered with Solar Charkha Mission to launch this unique collection.
Solar Charkha Mission is an initiative by the Government of India to revive and promote the ‘lost glory’ of this swadeshi handwoven fabric that signifies our cultural heritage, through a unique, solar energy based production model that would provide employment to thousands of men and women in the rural and sub urban sectors of India. This innovative method of weaving Harit Khadi is not only eco-friendly, but also scalable as it uses Solar power driven charkhas and looms instead of manual ones to ensure continuity in the workflow involved in the production process of this fabric. The increased output gives us a wider scope to use Harit Khadi in mass scale retail. Harit Khadi has been used to give shape to evolving sensibilities of modern Indian woman.
Unveiling the collection, Mr. Giriraj Singh, Hon’ble Minister of State (IC) for Micro, Small and Medium Enterprises said, “In the backdrop of Harit Khadi, we believe that this fabric weaves the social fabric of our country, as it has been the mainstay textile since the independence days and will continue to remain an integral part of our culture. It gives us immense pleasure to share platform with India’s leading private apparel companies like TCNS who have taken the initiative of bringing Harit Khadi to the mainstream fashion and bring back its sheen by associating with Solar Charkha Mission”.
Announcing the launch, Mr. Anant Daga, Managing Director, TCNS Clothing said, “Having partnered with Solar Charkha Mission, we at TCNS have made an attempt to take Harit Khadi, a symbol of Indian textile heritage — from Harit Khadi artisans in the villages of India to its discerning customers across the length and breadth of the country. Fashion is no longer just about trends and innovative designs; it is also a means to encourage dialogue on sustainable choices.”
Sharing details about the sourcing, Mr. Dharmendra Kumar, Head Sourcing & Supply Chain said, “It is a matter of great pride for us to be associated with the mission as it signifies our rich textile legacy. We also hope that we will be able to set examples for the private sector in the apparel domain to reach out to masses by using their distribution channels for further adoption of this fabric in mainstream fashion”.
As international fashion moves forward with comfort and sustainability as key focus areas, the brand has made Harit Khadi the leitmotif of their new SS’18 collection. W has joined hands with ‘Solar Charkha Mission’ initiative to set the stage for a new collection for SS18. Crafted in this breathable fabric and detailed with delie embroideries and thread work, these kurtas define a ‘chic classic’ look that resonates across all age groups. The look is given a trendy update with matching relaxed pants and breezy pretty drapes for the perfect summer look of the season.
This collection styled by W, an exquisite range made with a fine blend of Harit Khadi, offers intricate designs catering to the sartorial taste of discerning consumers. This initiative will provide the brand with an opportunity to popularize Harit Khadi products which in turn is proposed to help the weavers and local artisans’ to showcase their work on a wider platform and help provide a fashionable outlook to the product.