Tilla launches 'The Vintage Project' at Good Earth
Womenswear brand Tilla by Aratrik Dev Varman has partnered with multi-brand lifestyle retailer Good Earth to launch ‘The Vintage Project’, a line of upcycled garments featuring heritage craft techniques.
Tilla’s new ‘Vintage Project’ has launched on Good Earth’s dedicated e-commerce store, the brand announced on Facebook. The project aims to inject new life into vintage trims and textiles by upcycling them from heirlooms into wearable garments. Afghani, Kutchi, and Sindhi embroidery feature heavily along with Zardosi beadwork.
The collection features pieces including an emerald green organza jacket with Pako embroidery and beadwork and numerous loose, sheer jackets and tunics. The brand has mixed vintage pieces including embroidery patches from children’s garments from Afghanistan with new pieces to create garments, which are nostalgic, yet designed for a modern audience.
“One of the most fun and challenging aspects of working with old pieces is how to marry them to new styles, fabrics and details,” the brand announced on Facebook.
“A purist might say our approach risks diluting a craft tradition but we feel it extends the life of the work by re-purposing it into a useful garment. Isn’t craft meant to be used and worn rather than frozen in museums or private collections?”
Tilla by Aratrik Dev Varman is based in Ahmedabad and launched in 2011. The brand’s design studio is located in Ahmedabad’s National Institute of Design in Paldi and the brand retails from its e-commerce store, as well as with multi-brand retailers.
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