Kolkata, Sep 13 (Calcutta Tube / IBNS): As the countdown for the Puja begins and the shopping destinations around the city gets flooded with buyers, Kolkata saw the launch of ‘Earthwear‘, an exclusive apparel store in New Alipore on Monday.
As the name itself suggests Earthware aims at reviving Indian crafts and skills by bringing about a wide range of Natural and Handcrafted wearables under one roof.
The wearables at Earthwear are specially designed for modern Indian women with a rich traditional taste.
Earthwear aims at promoting rural craftsmanship and thus has on its shelves kurtas, shirts and tops with hand embroidered designs by the rural women of Bengal; skirts, shirts and tops with ethnic prints by artisans of Rajasthan and classic handwoven kurtas from Andhra Pradesh and Madhya Pradesh.
Colourful bagru printed dupattas and churidars along with elegant hand embroidered jackets are also available to catch the attention of the shoppers.
Famous Tollywood actor Aparajita Ghosh Das turned up for the inauguration of the store.
According to Aparajita, “Earthware is full of different colours all around.”
She also added that the collection at Earthwear is just what she likes to wear. The kurtas would be worn with churidars for a traditional look as well as with jeans.
City model Preeti Jana walked around the store in stylish garments to present before everyone what will be available at the store.
Owner of Earthwear, Vinita Ganeriwala Gupta said the store is a brain child of hers and her husband Manav who had been manufacturing and supplying casual wearables to leading departmental stores under their own brand name for the last six years.
They are now aiming at becoming a leading brand in ethnic wear under their brand name Earthwear.
Vinita also added that the store mainly includes mix and match type work wear and basic clothing for working women as well as elegant and classic clothing for formal occasions and flashy parties.
The wearables are available at quite affordable prices ranging from Rs 349 to Rs 3,499.
The small store has a rustic look with fine wooden and shitolpati work all around. The decor has been enhanced with earthen wares placed here and there.
With rich matka silks and tussars made from handspun yarns with katha work on them displayed in natural lighting and a blend of soft earthly hues Earthwear can be an ethnic wear destination during this festive season.
(Reporting by Priya Maitra, photos by Avishek Mitra)