India Circus launches first clothing collection Save the Craft
Home décor and lifestyle brand India Circus by Krsnaa Mehta has launched its first-ever clothing collection featuring a range of t-shirts inspired by India’s craft history.
India Circus, which is owned by Godrej Group’s business Godrej & Boyce, has expanded into clothing and aims to bring attention to Indian handicrafts and the importance of keeping their traditions alive, the brand announced on Facebook. The new collection is named ‘Save the Craft’ and features black and white unisex t-shirts with brightly coloured graphic prints depicting traditional handicrafts.
“Save the Craft is an initiative with a purpose, to spread recognition about the Indian handmade fashion,” said India Circus’ founder and executive director Krsnaa Mehta, Indian Retailer reported. “The handloom and handicraft industry has been the backbone of India's rural economy for decades. It is one of the largest employment generating industries, providing a key means of livelihood to the country's urban and rural population.”
“The sector functions on a self-sustaining business model with craftsmen often growing their own raw materials and following a belief of environmentally friendly zero waste practices,” added Mehta. “We at India Circus are taking this opportunity to create a collection to bring about awareness among the public on the handloom industry and its ethos and taking a step forward to supporting the artisans at the grass-root level.”
The brand also aims to help promote the Union Government’s ‘Make in India’ campaign to boost domestic production across a wide range of sectors with its new launch. India Circus also retails a wide range of tables, tableware, décor items, home textile items, and accessories at its stores and online.
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