Earthwear debuts in Kolkata

Kolkata witnessed the launch of Earthwear, a unique store adorning natural and handcrafted

apparels on its shelves. The traditional look and ambience created with woodwork and earthen wear placed inside the shop creates an impact and expresses the theme of the collection. The collection is themed focussing the Indian crafts and culture and plans to cater to the fashion conscious women. Promoting Indian rural art and craft, Earthwear displays an array of hand embroidered designs by Bengali craftswomen reviving the traditional art of the state. The skirts, kurtas and tops carry elegant prints created by Rajasthani craftsmen and hand-woven wear from Andhra Pradesh and Madhya Pradesh. At the centre of attention are bagru printed scarves (dupattas), bottoms (churidars) and embroidered jackets in a wide range of color combinations.

Conceptualised by Vinita and Manav Generiwala, Earthwear would be promoted as an ethnic brand making headways into the Indian branded apparel segment. The store is a brain child of hers and her husband Manav who had been manufacturing and supplying casual clothes to leading departmental stores under their own brand name for the last six years. The mix and match product line which can be worn as traditional wear or western wear with denims and skirts is affordably priced between Rs 349 to Rs 3,499.