Sunday, April 11, 2021

Grown in Australia, Made in India

Reading Time: 2 minutes
Merino Wool of Australia used to make new style of jackets in India
Merino Wool of Australia used to make new style of jackets in India

In its most recent foray into India, the Woolmark Company has taken Merino wool of Australia to the handlooms of Kullu.

The company has collaborated with the Indian designer label Pero and the Bhuttico weavers of Himachal Pradesh in its ‘Grown in Australia, Made in India’ initiative, for which designer Aneeth Arora has created a collection in time for the Indian winter.

Arora’s artisanal collection, described as “grunge-chic”, is made up of blues, khakis and off-whites, and is 100 per cent natural, renewable and biodegradable. Dilip Gianchandani, Country Manager (India) of the Woolmark Company, said, “This collaboration beautifully showcases Indian craftsmanship using Australian Merino wool through the looms of Bhuttico.”

The initiative offers the perfect product for mindful consumers concerned about sustainability as well as about highlighting India’s hand-weaving traditions.

Aneeth Arora is perfectly suited to a project of this nature. For starters, she is well acquainted with the Woolmark label – she was a regional finalist for the annual International Woolmark Prize a few years ago and has worked with them since. As well,
her brand ‘pero’ (Rajasthani for ‘apparel’) is becoming quite the flag-bearer for the slow fashion movement in India, with its penchant for hand-made, hand-embroidered, traditional artisan work.

Arora’s deep involvement with the traditional weavers of Himachal Pradesh is just as much about reviving the old crafts as it is about sustaining communities.

Sustainability is the need of the hour.

For the Woolmark project Arora chose the unique geometric patterns traditionally created on the borders of the pattu shawl. These patterns were created by the weavers on their handlooms to be used on woollen jackets.

“(Our) philosophy has been to use traditional Indian textiles and crafts to create a global product that fits easily, wherever in the world, without shouting about its origins. We try to create the textiles with a global design language,” the 36-year-old designer said in an interview recently.

Pero’s hand-woven convention has previously gelled well with other traditions, including, in one collection, Scottish tartan designs.

The label also hit the headlines recently with its upcycled jackets – denim jacket and trenches from a warehouse that was scheduled to shut down were acquired and upcycled with embroidery to create a line of limited edition pieces.

Arora’s brand marks its tenth anniversary this year, and is stocked in 350 stores around the world, although it has yet to arrive in Australia.

From IANS reports

Read also: #FashionAndHealth: How a fashion show spotlighted women’s health

- Advertisement -

Related Articles


Please enter your comment!
Please enter your name here

- Advertisement -


Ep 9: What do young Indians want from love?

Growing up in Indian culture, most of us know that love has never been as popular as marriage. Even in the movies, the main...

Ep 8: Indian links in Indigenous Australian poet Ali Cobby Eckermann’s...

To celebrate NAIDOC week 2020 (between 8-15 November) I spoke to Yakunytjatjara poet Ali Cobby Eckermann about her time in India where she taught...

Ep 7: In the case of Sushant Singh Rajput

  The torrid and high-octane Sushant Singh Rajput case has been fodder for Indian people and press for the last few months. The actor’s tragic...
- Advertisement -

Latest News

Review: The Big Bull

Forget comparisons. Even if you willingly dismiss the idea of sizing up The Big Bull against Scam 1992: The Harshad Mehta Story, Abhishek Bachchan's...

The living art of India

  Immerse yourself in the colourful, vibrant and transformative arts of India. Over three weeks we will dive into a world where art is not...
man taking selfie

Selfie culture: what your choice of camera angle says about you

  Over the past decade, selfies have become a mainstay of popular culture. If the #selfie hashtag first appeared in 2004, it was the release of...
joji amazon prime

Review: Joji (Amazon Prime)

  Just when you'd think another fresh take on William Shakespeare's Macbeth couldn't possibly be done, comes Joji. Fahadh Faasil's new collaboration with director Dileesh...

An artistic feminist protest by Rakini Devi

  Born and raised in Kolkata, Rakini Devi has spent most of her artistic journey engaging with feminist issues, be it dowry deaths in India...