Rouka by Sreejith Jeevan taps Care 4 Chendamangalam for saree collection
today Nov 5, 2019
Designer Sreejith Jeevan has partnered with charity Care 4 Chendamangalam on an exclusive saree collection and work to preserve the Chendamangalam weaving clusters, currently recovering from flood damage.
Following the devastating August 2018 floods in Kerala, the renowned Chendamangalam weaving cluster found itself in disarray. In order to save the artisan cluster and its esteemed handloom tradition, Sreejith Jeevan teamed up with Care 4 Chendamangalam to create a modern saree collection at the cluster.
Rouka’s latest collection launched on the eve of Kerala Piravi Day, November 1, which celebrates the birth of the state of Kerala. The collection features bright colours and simple, textured details and updates Kerala’s traditional Kasavu sarees for a modern clientele. The collection has a colour palette of green, teal, pink, and aubergine and features details such as Kasavu and Zari borders.
The designer also worked on a handwoven textile exhibition at Kerala Museum last week, the brand posted on its Facebook page. The exhibition features sarees from the Rouka collection created in Chendamangalam and is designed to promote awareness about the crafts cluster.
“Sustainable fashion and a nuanced skillset are more important than ever,” Jeevan told Vogue India in an interview.
“And with the right marketing, these weavers would be able to earn much better wages, which would make the profession much more attractive for the young blood to come in… Quality design and marketing can empower this industry to achieve its full potential.”
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