Ethicus giving Onam Saris a trendy touch

Ethicus, a Chennai-based fashion brand as part of pre-onam celebrations and to celebrating eight years of the institution of Ethicus conducted a two-day exhibition-cum-sale where it showcased the finest weaves made from the finest organic cotton and the craftsmanship of some of the best artisans.

A saga of the finest narratives in Sustainable Textile and Slow Fashion saris was the highlight of the exhibition. Brightly coloured hues of Madder red, Indigo blue, green, yellow, black, grey and brown Kalamkari saris were also showcased.

Different varieties of Kalamkari saris with beautiful patterns and designs made by experienced artisans were showcased. They use ecologic cotton which is grown organically by the farmers in Karnataka.

Amishi Vadgama, the head of design and Marketing at Ethicus said that the kalamkari designs are made with fine cotton and have got unique textures. The unique collection of Kalamkari saris were made from hand graded cotton and dyed into numerous eco-friendly shades to create colourful textiles. The unique design process runs like a thread through an entire collection from distinctive selvedges to the innovative patterns and drapes.

The most interesting thing is the cotton used in making these saris has been grown in the pristine surroundings of the Western Ghats by tribal farmers using the age old knowledge of organic farming methods.

It has been hand-woven on looms in Pollachi and hand painted using natural dyes by artisans in Andhra Pradesh.

To give a trendy look to the onam sari, the borders of the Kalamkari saris are made in gold and silver threads and the Pallu’s have been woven with traditional ‘Kovai’ techniques. They are constantly experimenting with new designs, themes and techniques to develop innovative designs for the Modern Woman of today. The latest kalamkari designs were made keeping in mind the latest trends in fashion.

A collection of the latest designs done in hand graded cotton and hand woven cotton was presented for the very first time at the ‘Lakme Fashion Week’ where the brand was built on the idea of Sustainability and the latest collection of traditional saris was launched with the concept of “Farm to Fashion”.

Recently ‘Ethicus’ was also awarded the ‘Pride of Tamil Nadu’ award instituted by Round Table India for an emerging brand in Retail .