Riddhi Jain’s Medium works to make entire supply chain sustainable
Designer Riddhi Jain plans to make the entire supply chain of her clothing and lifestyle brand Medium sustainable and will focus on menswear and developing resist-dyed textiles in 2020.
“Apart from saris and the new silhouettes that we have developed in the past year, 2020 will see us focusing on menswear and giving a solid push to garments and home textiles made from resist-dye discards,” Jain told Vogue India about her plans for the label this year.
The brand is currently running a project titled ‘Re’ to up-cycle discarded cotton yarns into wearable art and homeware. The brand sources the yarn from the Kutch region where Bandhini and other resist dyeing techniques are traditionally carried out.
“The aim is to work towards an exhibit in the coming year, which will sensitise people to look differently at what is deemed conventionally ‘useless’ in any process,” said Jain.
The brand’s spring/ summer 2020 collection also plays with resist-dyeing techniques and the natural patterns they create. The clothes have also been designed to be cut in such a way that generates as little waste as possible.
Riddhi Jain opened her design studio in 2016 after studying at NIFT, Kolkata, and NID, Ahmedabad. Medium retails from a number of multi-brand stores in India.
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