The business of fashion is changing in India. And Abraham & Thakore seems to be one of the few legacy brands readily exploring all options, even while hanging on to core values. Last August, after clocking a quarter century as designers, the textile innovators made their Lakme Fashion Week debut with Cocktail and Samosas. David Abraham and Rakesh Thakore presented rare brocades to the delight of purists, but as gold capes, lungis , skirts and shorts. They went on to announce their e-commerce plans as well. Now, a year later, the designers are all set to close Sustainable Day at LFW Winter Festive. Their focus this time, kurtas , and their fabric of choice, EcoVero.
This eco-friendly viscose fibre from Austrian company Lenzing is not new to the Indian fashion scene. Launched here in 2017 (because they had identified India was the right place to begin), it is being used by Anita Dongre’s Global Desi, Marks & Spencer and Esprit, while another textile wizard, Rajesh Pratap Singh, has been experimenting with it as well. “The fibre is extraordinary, with 50% less impact on emissions and water usage,” exclaims Abraham. Viscose is softer than silk, cooler than linen and wrinkle free to boot. It is also 10 times more ecological than cotton. “This collection of
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For LFW, they have played with the proportions of the
- “India is a young consumer market with 65% of people below the age of 35. These customers understand value propositions and are concerned about the environment. That is why Lenzing’s Ecovero will appeal, as the only viscose fibre with a sustainable source (certified forests) and EU-level verification. Also, thanks to traceability and transparency, any retailer can get it confirmed