Good Earth launches Crafts Foundation to support artisans
Fashion and lifestyle retailer Good Earth has launched the Good Earth Crafts Foundation in partnership with Ritu Sethi with the aim of supporting artisans and keeping traditions alive during the current crisis.
“As our craftsmen and women face a situation of unsurmountable uncertainty, Good Earth strengthens its commitment with the introduction of The Good Earth Crafts Foundation,” the business announced on Facebook. Good Earth has partnered with Craft Revival Trust chairperson and Asia-InCH managing editor Ritu Sethi for the initiative.
“At Good Earth, we have always strived to bridge the gap between craft and luxury and to become the platform for craftspeople to connect with global craft enthusiasts,” the business wrote on Facebook. “What truly energises and excites us is creating a business with a purpose- one that sustains crafts and livelihoods through innovation and fine quality, and supports artisans, giving them dignity and pride in their own craft heritage.”
As well as pledging to support artisans through its new organisation, Good Earth has also launched a media campaign to encourage people to buy ‘Handmade in India’ to keep Indian craft techniques alive in the wake of reduced consumer spending due to lockdown and the coronavirus pandemic.
Good Earth launched its own sustainable clothing brand ‘Sustain’ 10 years ago and is currently celebrating its first decade online. The brand, which uses traditional handloom textiles for ethnic and fusion wear designs, is posting photos from its archive on Facebook and hinting at future designs.
Launched in 1996, Good Earth has flagships stores in Mumbai, Delhi, Bengaluru, Chennai, and Hyderabad. The business’ e-commerce site is currently accepting orders and will dispatch shipments after lockdown is lifted, according to an announcement on its website.
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