Good Earth holds exclusive launch for Amrich at Raghuvanshi Mills store

By

Isabelle Crossley

Published
May 17, 2022

Fashion and lifestyle brand and retailer Good Earth has partnered with conscious fashion brand Amrich to hold an exclusive launch for its latest collection at Good Earth’s Raghuvanshi Mills store in Worli, Mumbai. 

“Introducing Amrich; exclusively at Raghuvanshi Mills,” Good Earth announced on Facebook on May 16. “Featuring handwoven textiles from different parts of the country, and a modern approach to shibori- one of the oldest indigo dyeing techniques- their summer collection is a welcome addition to our Mumbai flagship’s new apparel space, which champions conscious fashion.”
 
Good Earth launched its dedicated apparel space as a concept store in its Raghuvanshi Mills flagship retail space on March 16 this year. The aim of the space is to promote Indian apparel brands which share Good Earth’s values of heritage craft techniques and traditional textiles, according to the brand. Amrich joins brands including Tilla, Raw Mango, Buna, Anavila, Pero, Flame, and Ashdeen in the modern, open plan store. 

Designers Amit Vijaya and Richard Pandav launched Amrich in 2011 after graduating from the National Institute of Design in Ahemdabad. The brand describes itself as “handcrafted in India” and specialises in loose silhouettes rendered with a relaxed take on femininity.