From chikankari to kantha, 10 pieces from homegrown brands bringing Indian craft to your everyday wardrobe
Getting dressed at one point started to feel a little too predictable. With so many homegrown brands emerging, I still found myself circling around the same names whenever I wanted to shop, becoming increasingly indecisive about what to buy. Even after making a purchase, I’d wonder if I’d made the right choice. The problem? I’d inevitably lose interest in a piece after wearing it a few times.
If your wardrobe is starting to feel like a rotation of the handful of outfits that have become your go-to, it might be time to look elsewhere—we suggest these homegrown brands as starters. This new generation of labels are creating pieces that consider how we dress now, while highlighting heritage handicraft and textile techniques in silhouettes that will fit right into your existing contemporary wardrobe.
Alongside considered designs, many homegrown brands are putting more thought into how their clothes are made. They are working with local artisans, indigenous Indian textiles, natural materials, small-batch production, and utilising upcycled or deadstock fabrics.
For this edit, we’ve picked homegrown pieces that champion India’s heritage crafts through distinctive techniques, textiles and details. Consider this your sign to shop Indian, support local labels and make thoughtful additions to your wardrobe. From everyday staples to pieces made for special occasions, these are a few of my favourite finds to add to cart.
Chikankari jacket
This brown jacket gives chikankari a contemporary facelift and makes it wearable in everyday scenarios. Think: Wearing it to lunch or dinner with barrel jeans, gold jewellery and suede loafers. For a more relaxed put-together look, leave the jacket open over a casual tee.
