- What is Indelust’s prime objective? How is it achieving it?
- You have worked with Stella McCartney, tell us something about the experience? How do you take after her in terms of fashion philosophy?
- On what criteria do you pick designers? How and where does NEST come in?
Swearing by their tagline - ‘Artistically curated. Ethically sourced’, Indelust has taken upon itself the responsibility to conventionalize ethical, sustainable fashion by launching itself as a digital platform that curates sustainable fashion and independent designer brands. Indelust exists to build global awareness about the emerging design sensibilities originating from the sub-continent and to convene its availability.
A brain child of green crusader and creative director Sana Rezwan, Indelust is establishing a niche for itself in the sustainable fashion market. We caught up with Rezwan to ask her more about her one-of-a-kind venture.
What is Indelust’s prime objective? How is it achieving it?
Indelust is about celebrating designers and artisans from the Indian subcontinent who are re-interpreting their traditional design and techniques into a modern, more minimalist aesthetic. We are also committed to the idea that these artists be allowed to earn a sustainable livelihood, something we think consumers are increasingly factoring into their purchase decisions. We partnered with NEST, an international NGO, to help us execute on our mission. Through our mini docu-series #Indelustdiaries, we highlight our designers’ efforts to ethically create a small run, artisinal pieces. Indelust.com promotes slow fashion, making each product unique.
You have worked with Stella McCartney, tell us something about the experience? How do you take after her in terms of fashion philosophy?
Stella was a formative experience for me because it provided exposure to London, one of the most sophisticated and competitive fashion markets of the world. As a company, I think Stella does a great job of maintaining a balance between the creative and the commercial. From a fashion philosophy, Stella’s designs are wearable and fun. The sustainability element is just a bonus, and that is really where I take her inspiration from for Indelust. I want my customer’s to shop from Indelust because they love the design not because they’re guilty of purchasing something.
On what criteria do you pick designers? How and where does NEST come in?
We choose designers that are re-interpreting ancient traditions and techniques in a modern, more minimalist context. We also select partners who are producing ethically and creating a sustainable livelihood for the people they work with. We want to do our best to support the vast network of artisans and craftspeople throughout the country, AIACA (All India’s Artisans & Craftworkers Association) was a great place for us to start tapping into the groups they support. Our partnership with NEST is to focus on auditing the emerging designers we work with. In addition to that, all our suppliers sign and comply with a ‘Code of Ethics’ developed by Indelust and NEST, who agree to a review of their factory facilities.
Clearly, all of the above is assuring enough to convince you into buying sustainable fashion! And Indelust is your one-stop online shopping destination for all the sub-continents sustainable fashion.
You can visit the Indelust store in Bangalore at Prestige Poseidon,139, Residency Road, Bangalore 560025, Karnataka, India or shop online atwww.indelust.com/in/
Written by Team BB on Apr 10, 2015