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Published
Feb 25, 2022
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Johargram reimagines Jharkhand weaves as streetwear

Published
Feb 25, 2022

Clothing brand Johargram is reimagining traditional weaves from Jharkhand as unisex streetwear and the label has begun distribution in the UK with multi-brand retailer Loom and Things. 

Johargram's fusion wear is now available on Loom And Things - Johargram- Facebook


Johargram launched as a streetwear brand in 2020 and works with local Jharkhand weavers from the Mehar community to keep the traditional handloom techniques alive. The brand plans to continue to expand its network of weavers to further support local craftspeople and expand its product offerings. 
 
The brand is known for its loose separates, more structured outerwear, and androgynous aesthetic. Taking traditional garments from Jharkhand including Betra Luga, Biru Gamcha, and the Kukhna Shawl, the brand reimagines them as modern garments as seen in its new collection ‘Latehar bunkar’.

Johargram’s new collection is also now available to shoppers in the UK through the brand’s new partnership with Loom and Things, a multi-brand e-commerce site which specialises in shipping Indian designer brands to the UK. The brand’s, “gender neutral collection of bomber jackets and co-ord sets has brought to the fore crafts that were on the verge of disappearing,” Loom and Things announced on Facebook as it launched the brand on its website. 
 
Although known for its streetwear, the label has also become popular with several politicians. Jharkhand Chief Minister Hemant Soren recently wore Johargarm’s signature style Biru Bomber Jacket weaved by Mehar Simdega traditional handloom weavers at an official event in the state, the brand announced on Facebook. 

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