Fashion

Ethnic to the core

Products from The Shop   | Photo Credit: Special arrangement



With Onam around the corner, sales and exhibitions abound in the city. Joining in the bandwagon is an exhibition-cum-sale by The Shop. A lifestyle store based in Delhi, The Shop stocks everything from home linen to clothing. And while the designs are based on Indian motifs, a slight twist has been given to the designs and colours to give it a contemporary look.

At the exhibition, customers can shop for patch-worked napkins, mats and runners, printed stripe voile stoles, appliqué-worked kimonos, printed jackets in cotton voile…

“Our emphasis is on home linen and apparel. In clothing, apart from a range of Western and Indian wear for women, we have recently launched a line for children between the ages of two and 10. We have also introduced a Kerala line which has been inspired by the Kerala mundu. The collection is mostly for women,” says Kabir Singh, who heads The Shop.

Men can choose from shirts and kurtas at the exhibition while women have a wide range of outfits to pick from. “We have dresses, kurtis, sarongs, tops, stoles...” And they are available in different colours and sizes. Mothers will have fun shopping for their children too. For those who want to redecorate their house, in ethnic style in time for the festivities, there are duvet covers, table cloths, cushion covers.... There are also ready-to-hang curtains.

Founded in 1969, by Kabir’s parents, Preminder Singh and Kamal Singh, The Shop was started with the focus of supplying clothing and crafts sourced from remote Indian villages to foreign retailers such as Harrods, Bloomingdales, Neiman Marcus and Fifth Avenue.

Realising that the Indian market was ripe, they started introducing similar textiles in Indian prints at attractive prices. "Ethnic chic is in vogue today and India has a vast treasure of prints, which we are tapping into and adapting to cater to the new generation of customers who have western sensibilities. We have our own factory to produce our products. In fact, 60 percent of our goods are produced in our factory."

The Shop also works with master craftsmen and their families and those in remote tribal villages. "We hope to give age old handlooms like kalamkari, ikkat and bagru a new lease of life. We have developed new dyeing techniques, block and screen printing, machine and hand embroidery patterns... In fact, we have perfected the technique of ‘discharge printing’, a kind of printing which allows the dye to seep into the fabric; this helps the colours stay longer. We use malmal fabrics for most of our clothes as the fabric breathes and is perfect for hot climates."

Kabir admits that The Shop is holding an exhibition in the city to test the waters. “My wife, Aishwarya, is from the city. We want to see how the people in the city take to our products. If the response is good, we might start a store here soon.”

The exhibition is at The Trivandrum Chamber of Commerce and Industry, Chamber of Commerce Building, TTC Road, Jawahar Nagar from August 7 till August 9. Time: 10 a.m. to 7 p.m.


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Printable version | Sep 21, 2021 6:20:18 AM | https://www.thehindu.com/features/metroplus/fashion/ethnic-to-the-core/article6287474.ece

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