Earthwear was conceptualized in 2011 as a womenswear brand with a focus on the revival of Indian crafts and skills. It was created with an endeavor to reflect the spirit of India through its carnival of colourful textiles and further given shape and form with an attempt to reflect the touch of the human hand and the sensibility of rural artisans to produce unique, handcrafted products having a rustic look. Hence, the obvious choice of the name :- Earthwear.
The brainchild of Vineeta Ganeriwala Gupta, Earthwear combines sustainability with sensibility. With a vision to create a modern interpretation of age-old crafts, the brand is working towards creating a bridge between the traditional handicrafts and their modern day use.
Quintessentially crafted for the 21st century woman, each piece spells a unique story. Coy yet confident, demure yet daring – Earthwear garments too are as versatile as the multi-faceted personalities of the Indian women of today.
Envisioned by a woman, for the women–Earthwear essentials reflect the spirit of the women !
Wear an essence of the earth
Earthwear is inspired by the rich Indian heritage and craftsmanship and incorporate natural environmental friendly fibres. Most of the processes in the making of an Earthwear garment are by hand. The aim at Earthwear is to develop rural artisans by encouraging the use of hand techniques encompassing the entire gamut of hand embroideries, hand block printing and hand woven fabrics. These processes lend the products a unique, earthy look.
Earthwear constitutes women’s wear and accessories. Earthwear products use ‘kantha’ hand embroidery, hand block prints, hand woven Jamdani and handspun Khadi fabrics, ‘zardozi’ hand embroidery, Ikkat weaves, shibori and ajrakh prints and fabrics.
Earthwear is a brand which is generating livelihood for hundreds of rural artisans. It has made significant difference to the lives of rural women artisans in Bengal, the idea being to ensure that the women can work at their pace and in their homes while managing their households. Earthwear is continuously helping its craftsmen to become wage earners while preserving a rich part of India’s rich cultural heritage.
Born and based out of Kolkata, Earthwear’s journey began in September, 2011 with the set up of its first store in New Alipore by husband-wife duo Manav Gupta and Vineeta Ganeriwala Gupta. It was only post 10 years of experience in the garment manufacturing business supplying ethnicwear to large format retailers like Westside and Pantaloons, the couple took a leap of faith to launch their own label- Earthwear as a womenswear brand, with a thrust on traditional hand techniques of printing, weaving and embroidery.
Vineeta Ganeriwala Gupta- the Creative, Design and Marketing Head of the brand is a Commerce graduate from Lady Shri Ram College, New Delhi and a qualified Chartered Accountant. Her vision is to present the rich textile heritage of India and traditional hand techniques with a modern flair.
Manav Gupta- the Finance, Production and Operations Head of Earthwear is a graduate in Commerce and a qualified Chartered Accountant and also a Cost Accountant. His vision for Earthwear is to steer the brand towards growth in a commercial context.
After the success of their first Earthwear store, two other stores were opened in different parts of the city to cater the growing clientele. Earthwear opened its second store at Avani Riverside Mall in Howrah in July, 2012 and at the upmarket Quest Mall in Kolkata in Dec, 2013.
Vision and Values
Earthwear envisions a future that celebrates artisans. Stories are told, culture is preserved and craft - honoured.
Earthwear’s USP lies in offering handcrafted fashion at affordable prices to the modern Indian woman who has a bent towards Indian crafts and skills.
The craft is hand-made by the rural artisans of India, which bring out not only their talent and skill but also the culture of India.
Earthwear embraces creativity and diversity whilst striving to enhance, innovate and provide the best value products to its customers.