KH House of Khaddar aims to put Indian artisanship on the global fashion map
Actor and politician Kamal Haasan recently launched his brand 'KH House of Khaddar (KHHK)' with designer Amritha Ram, which aims to put Indian clothing and artisanship on the global map.
The brand is making all the right noise in the U.S. and interestingly was among the first fashion brand to support the New York's Fashion Sustainability bill terming, in a game-changer for the global fashion industry.
However, in India, it has decided to stay low key, probably fearing the intervention of the Khadi and Village Industries Commission (KVIC) which owns the rights for khadi in India and global markets.
KVIC is known to go after brands for the remotest use of the word ‘khadi’, leaving it reserved for the BJP government and Prime Minister Narendra Modi who it claims has helped khadi regain its lost glory also drawing his comparisons with Mahatma Gandhi.
KHHK, however, seems unperturbed with KVIC and has its eyes set on becoming a global fashion brand after receiving tremendous response since its launch in Chicago, in the U.S. The label also aims at uplifting and bettering the lives of the handloom weavers in India.
In an exclusive interview with FashionNetwork.com, KH House of Khaddar designer, Amritha Ram, said, “We launched KH House of khaddar in Chicago with pop-events over three days, and to our surprise every event was a sell-out. The response has been amazing, people love the clothes and I only see it getting bigger and bigger going forward.”
On expansion, Ram said, “We don’t want to be an online-only brand and very soon will be participating in some of the biggest trade fairs across the globe. Additionally, we have been approached by reputed boutiques to have our collections there and very soon customers will be able to shop for our brand at fashion stores in the U.S. In India, we will continue to sell online at the moment and launch offline when the time is right."
Talking about the product portfolio, Ram said, “With clothing and fragrance, we are complete for now. We definitely want to do more and will be adding handmade accessories to complement our future collections.”
KHHK currently sells exclusively in the U.S. and India through its website.
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