Preeti Singal was in the banking sector for 12 years before turning fashion designer. The move, of course, did not happen overnight. It took Preeti over a year of spade work to identify the craftsmen and build the team she wanted to work with. “I am not a trained designer,” says Preethi. “But someone with inherent interest,” she says.
With her husband already in the garment business, Preeti’s interest lay in traditional textile crafts, especially hand block prints. “If you’ve noticed, most ethnic wear today is screen printed. Craftsmen too have moved away from hand block printing and adopted screen printing since it is faster and for the wearer easy to maintain.”
Hand block prints, with their muted colours, while exquisite, require careful caring. “So, I started with the intention to revive hand block prints and convinced my team of craftsmen as well.”
Talking about the problems plaguing traditional textiles, Preeti informs, “Today, the power loom is preferred over the handloom, especially in the case of Mangalagiri cotton. Over that, there is also the price of cotton that has become a deterrent. Also, there are very few craftsmen left catering to the local demand. Most prefer to work for design houses engaged in the export business.”
Preeti’s label, Gulmohar Home & Clothing, seeks to popularise traditional textiles by giving them a contemporary form and fit. From the artful aari and kantha work on chaderi and organic cotton to hand-woven cotton and silks, a range of traditional textiles and embroideries make up the designer label. The label’s home line, focussing mostly on block print, offers cushion covers, bedspreads, table covers and quilts. “The USP of the clothing line is the fits it offers. Our clothes have been designed and constructed to suit the Indian woman. Also, the label has actively sought to bring newness to ethnic wear with never-before seen prints and contemporary silhouettes,” says Preeti. Gulmohar has its workshop on Mysore Road, but retails online. Log on to: www.gulmoharindia.com to know more.