With the world looking at supporting local businesses, now is the time to realign our shopping habits to a more mindful approach. Recently, Instagram rolled out a new “Support Small Business” sticker in stories just in time as the operations begin to revive world over. Simultaneously, Prime Minister Narendra Modi announced that it is “time to become vocal for our local products” in his nationwide address, urging people to help make those products reach a global platform.
With this in mind, it doesn’t hurt to explore some contemporary read-to-wear fashion labels that could support Indian entrepreneurs. Pieces by such labels should sit in your closet, next to trend-based, fast-fashion pieces by household names like Zara, Mango and others. So, when the time is right—hopefully soon—and you begin drawing up your new shopping lists, consider these homegrown fashion brands available online for a fresh wardrobe in the months to come.
1. Koai
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Creative director Anugrah Chandra’s print-focused label, Koai, brings the ancient Indian fabric technique of Dabu print to modern-day wardrobes. The ready-to-wear ensembles are dipped in cheerful, eclectic graphics on luxurious fabrics ranging from pure silk, chiffon, georgette to satin. Pick from botanical-inspired or geometric prints to give your collection a resort-ready update with soft blouses, bustiers, breezy dresses, tailored jackets and co-ord sets.
How to shop: The pieces are available in multi-brand stores across the country and online at Koai.in.
2. Urban Suburban
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