By Anna Mariam Ittyerah
Just like every other aspiring fashion student out there, we (Abhirami Rajesh, Aishwarya Menon & Nomitha RK) too were very keen on starting a label of our own. Before we knew it, 2020 happened and surprisingly our dream to make beautiful clothes available at affordable rates for people came true during the pandemic.
The drive to create a clothing brand by incorporating Indian handcrafted textiles in western silhouettes became our sole focus. Thus, Śākhe came to life on July 19, 2020. Was it easy? Nope. The lockdown had left us with limited access to materials. However, this did not stop us from brainstorming on how to effectively use the available resources. There could not have been a better “right time” to start our business in full swing! Although, When we look back on our journey it was more of a learning experience than anything else.
Pronounced as Sha-kay, which means branch in the regional dialect of Kannada, our self-determined innovation to start up a small business began during the pandemic. While we were quarantined at home, the idea of incorporating sustainable practices came into place by exploring fashion design with upcycled fabrics. This led to a eureka moment for us when we decided who our target audience would be. People who keep up with western trends but still appreciate India's rich artisanal handicrafts and handlooms.
For those of y’all who are curious about our logo’s design (Created by our Dear Friend Ananya Roche), the lines are symbolic of the asymmetric yet harmonious nature of the branches in trees. Hence, our focus was to ingrain a similar balance between native prints and urban designs.
Managing a small business while studying is difficult, especially if you’re a student of Fashion Design from NIFT. Despite this, we have always managed to get by somehow, and it’s mostly because our loyal clientele who have helped us grow and supported our work from the beginning. The customers of Śākhe are nothing but the sweetest and most patient folks, another reason why we buckle up and try to deliver our orders on time.
Another thing that makes us unique is our attempt at a zero-waste policy where all the waste fabric generated is used to make patchwork tote bags and the rest are used as Tushy-Cushy stuffing. The ultimate goal is to provide a new outlook on Indian handcrafted fabrics that are not as much appreciated by the youth and by bringing them in trendy silhouettes that they will love, we hope they like them bit by bit whilst learning about their history.
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