Last week, By Adushka received a new order of 20 sustainable, handwoven garments from India. Before they were even added to the online boutique, most of them were sold during our two days trunk show in Basel. We couldn’t believe the interest that these unique fabric garments received by our customers. Their response gave us so much hope that women in the West are still able to recognise and feel authentically designed clothing, rare handwoven fabrics and rich cultural heritage.
Craft as a way of life
INJIRI is a clothing and home textiles brand founded by Chinar Farooqui, with a studio based in Jaipur, Rajasthan. This is the region where the designer grew up as a little girl, and where her mother took her to visit hand block printers, whose work she admired. Farooqui studied and graduated from the National Institute of Design in India. During her studies she was sent to observe and document textile techniques in Ladakh, a high- altitude region north of the great Himalayan mountain ranges. Visiting this region, she was struck by the way local people were involved with weaving. In Ladakh, this craft was not seen as an occupation. It was done within the families and the community, as well as in monasteries and religious spaces, and it had become a way of life for people. â€œThe experience of understanding how important a role textiles played in the lives of people, changed the way I looked at them”, says Farooqui in a recent interview for SELVEDGE, Issue 98.
From that moment on, Farooqui started pursuing the unconventional path of designing handloom garments for modern women. When people hear about INJIRI they expect to see sarees, but instead Farooqui chose to make classic designs for contemporary women with a cosmopolitan mindset.
A creative process, where the experience is a lot more important than the end product.
The biggest magic of INJIRI, even if you don’t know the history of the brand, is that it brings you the unmistakable feeling of unique quality. The pieces are crafted with a lot of attention, a story told through every stitch, long hours of work and special skills, all of which are thoughtfully weaved into one single piece. The fabric is like no other: a touch of rustic but elegant and light, and it makes all the difference with its shape, flow and feel. When you compare it to mass production you start to realise this is the real deal that honours authentic female beauty.