Anita Dongre to launch craft-based sustainable brand Grassroot

Fashion designer Anita Dongre's newest baby is Grassroot, a craft-based sustainable line, which will be officially launched on Wednesday. She says it's an eco-conscious, leather-free and vegan line offering handcrafted traditions from India with an aim to revive and sustain craft and artisans.

"I'm primarily working with NGOs for this brand. I was working on reviving the label for the last one year and it is finally taking off with a huge Grassroot store in Mumbai," Dongre told IANS during her recent visit to the capital.

Titled Anita Dongre Grassroot, this sustainable handcrafted contemporary brand from the House of Anita Dongre, will offer handcrafted traditions from India with an aim to revive and sustain craft traditions, and empower craft and artisans to live a life of respect, dignity and independence.

Offering crafts and weaves from the heart of India in contemporary styles in the form of garments and accessories, Anita Dongre Grassroot is aimed at appealing to the global woman of today who seeks to align with brands that reflect fashion and ethics.

"In line with the 'Revive Sustain Empower' philosophy of the brand, Anita Dongre Grassroot is also making inroads into bringing work to the homes of the artisans to not only protect handcrafted traditions, but to also rightly compensate craftspersons for their skills," said the designer, whose labels AND and Global Desi have found a fan following amongst young and fashion conscious women, and whose bridal wear is a sought after choice for the ladies.

There will be eco-conscious handbags, sling bags, totes, duffles, clutches and wristlets as part of the line. Through this initiative of leather-free and vegan bags, Anita Dongre Grassroot offers an array of handmade bags in canvas, suede, cotton jute and wood -- a first-of-a-kind initiative that speaks for fashion with a conscience.

"Since the entire accessory industry works with leather, it was a challenge to create a line of bags with eco-friendly materials like handwoven dhurries, natural wood and exquisite hand embroideries by craftswomen from Kashmir and Gujarat to create bags, thereby staying true to sustainable fashion.

"We also have one-of-a-kind signature bags which have been handpainted by award winning miniature artists from Rajasthan. This is luxury at its best because a woman gets to own a very unique piece, never to be duplicated," said Dongre.

Grassroot also presents a range of wardrobe essentials that will pay tribute to the priceless traditions of India.

"Every garment you wear speaks to you of age-old tradition and our proud heritage in timeless ways," said the designer.