Good Earth launches new clothing line 'Flow'

As fashion and lifestyle brand Good Earth celebrates its quarter century, the company has launched a handloom ready-to-wear line ‘Flow’ primarily made from malkha and kala cotton.

Good Earth launched its first collection for its ‘Sustain’ clothing line back in 2010 and has gone on to explore numerous sustainable textiles and work with designers from across India. The brand has focused on traditional silhouettes over the years, but new launch Flow also features more western wear and fusion style pieces, as well as designs suitable for work from home; perhaps one of the main clothing trends to be brought about by lockdown living.

The capsule line, made from sustainable cotton, features tailored pieces including blazers, blouses, trousers, suits, and dresses. With a neutral, white, and indigo colour palette, the collection has a thoughtful, paired-down aesthetic.

“My deepest desire is that we look at the wisdom inherited from our ancestors,” Good Earth’s founder, Anita Lal, recently told Elle India, about her direction for the brand as it celebrates 25 years.

Good Earth has also recently partnered with designer Urvashi Kaur to launch its womenswear line ‘Vasara’ at its flagship store in Khan Market in New Delhi. As well as its own brand, Good Earth retails a number of Indian clothing brands in its stores including Raw Mango and Pero.

Good Earth’s stores in Delhi and Mumbai are temporarily closed due to local lockdowns. The brand’s e-commerce store is allowing orders but has halted deliveries until May 16 at the earliest due to the ongoing Covid-19 crisis.