House of Aloka Exports forays into domestic apparel retail with Cloth Haus

By

Isabelle Crossley

Published
Mar 4, 2022

Textile manufacturing and export business House of Aloka Exports has stepped into domestic apparel and launched sustainable fashion brand Cloth Haus. 

The brand’s maiden collection features garments including jackets, kimonos, kurtas, and ponchos which retail from the brand’s new single brand outlet in Kemp’s Corner in Mumbai and online on multi-brand platforms. 
 
“Cloth Haus is our tribute to the rich textile legacy of India,” said Cloth Haus’ director Aditya Agarwal, in a press release. “Through our robust experience of working with various global brands, we have developed in-depth understanding of the Indian buyer’s mind and technology. It is an amalgamation of this that made Cloth Haus possible.” 

Cloth Haus aims to pursue textile techniques including digital printing, pleating, burn outs, printing on non-conventional fabrics, woven jacquards, embossing, and styling. The brand aims to showcase Indian textile techniques to a wider audience through its apparel line.
 
“We are confident that our price-sensitive collection will resonate with the confident self-dependent young woman of today,” said Agarwal. 

“And as with them, our core philosophy is rested on being sustainable in every aspect. We will, hence, be governed by slow fashion, recycled fabrics, organic cotton and ethical production practices across our entire stakeholder ecosystem.”
 
“Modern styling and ethical production will be the mainstay of Cloth Haus,” said Agarwal about the future of the brand. “While we are available at our exclusive offline store at Kemp’s Corner, Mumbai. Through our 35-year-old history, we have built strong in-house production control and an enviable network of designers from the United Kingdom, Germany and Italy. And we will be deploying this robust back-end to introduce fresh lines once in two months.”