This factory churns out one-of-a-kind clothes and accessories with rich Indian craft accents and a modern twist
This factory churns out one-of-a-kind clothes and accessories with rich Indian craft accents and a modern twist
"The name Ek Karkhana, came about from the way we would direct anybody to our workshop when we first started off," explains Preeti Wanchoo, 30 co-founder of Ek Karkhana, a brand that makes clutches, totes, kurtis, stoles and cushion covers.
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Embroidered Tops, Rs 1,999
Wanchoo, who started the label with two of her friends, one a fellow student from the National Institute of Design, Ahmedabad and a workmate, would direct anyone to her workshop space that stood in the middle of a busy market in the Malad West area of Mumbai with a lone coconut tree for company.
The standard direction would be "Ek Karkhana milega naariyal ke jhaad ke paas,"she says. From there on the name stuck. Also the team of karigars who work for Ek Karkhana refer to it by the same name.
Launched recently, first as part of a travelling exhibition done by The Tribe, Ek Karkhana is a mix of design sensibilities and ideas that have been burning up in the minds of Wanchoo and her partners for quite sometime.
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"We wanted to create an idealistic space with no boundaries and constraints and wanted to get together to create products we believe in," she says.
Preeti Wanchoo
While their NID training and education in Indian handicraft helped them narrow down on colours, textiles and embroidery, their design aesthetics helped them create a modern twist to their range.
Rustic, wall art and murals found in village homes find space as quirky borders and prints with birds, fishes and flowers on clutches and bags.
Wanchoo thinks that what makes their products quite charming is that mostly they are hand done and have that touch of imperfection which is something unique and celebrated as part of handicrafts. The work consists of hand prints and embroidery on fabrics such as raw silk and cottons.
Currently, the brand is trying to focus a lot on craft, colours and individualistic expression. Their target is every woman who doesn't really follow fashion trends, but stands out on her own with signature pieces.
While Wanchoo claims that they haven't really gone out and advertised themselves, they have been lucky to get a good response with some lifestyle stores across the country approaching them for stocking their stuff, besides individual queries too.
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"The response we have got speaks a lot about our products, especially when our clients feel we can bring out something new in their space," says Wanchoo. And the good news is that you can order Ek Karkhana products from anywhere in India and it will be couriered to you.
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Email ekarkhana@gmail.com
Follow Ek Karkhana on Facebook https://www.facebook.com/#!/pages/Ek-Karkhana/212132612135636?sk=info
Call 9930023312
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