These brands are keeping Indian handloom weaving traditions alive

Handloom fashion in India has woven its way through a rich culture and legacy. These timeless designs have been passed on from generations and it is India’s diverse artisan community which is keeping it come alive through contemporary designs suiting the evolving needs of today’s fashion consumers.

From the cotton ikkat weaves to delicate silk saris, India’s exquisite handlooms have the world in awe. On this eighth Handloom Day on August 7 (today), as the country pays tribute to the handloom weavers for their immense contribution to keep the various languishing arts of India alive, here are some made-in-India D2C brands from Myntra which are taking the India’s rich cultural and textile legacy forward.

The e-commerce company’s propositions including Runway Icons, Myntra Rising STARS and Myntra for Earth are serving as channels of discovery for these brands, building deeper connect with lovers of handloom weaves.

Apaapi from Myntra Runway Icons an ode to centuries old tradition

Born out of passion for outfits which were designed using enchanting colours and unique motifs of North-East, but not usually available in the market, Apaapi ensures that their customers feel the warmth of the handcrafted weaves. Through their Khadi weaves, silk and pure cotton collections, Apaapi offers saree lovers the purity and magic of handlooms. The process of weaving is a celebration of centuries old tradition and the authenticity of crafts in Indiaand with Apaapi efforts are taking the beautiful legacy forward.

Suta, on Myntra Rising STARS, a celebration of raw threads

Suta’s design principles of celebrating raw threads, traditional boldness and uninterrupted simplicity are winning hearts!

SUTA meaning, ‘thread’ is the basis of the brand’s inspiration to weaves its own creation and a reminder of the craft and tradition of India. Their endeavour to create simplistic yet contemporary designs is also propelling the growth of the Indian handloom industry at scale. Suta’s range of handloom collections from zari pure linen, hand blocked pure cotton, woven designs to mulmuls are sure to add elegance and class to one’s personality!

Triyah, from Myntra Runway Icons is on a mission to take handloom to the global stage!

Triyah’s mission to support, sustain and grow the weaver communities of India, and to make Indian clothing a global phenomenon stems from the love our artisans and craftsmen receive from all over the world. These artisans are at the helm of keeping our culture and heritage alive and this brand is making strides to weave the rich legacy of Indian textiles in our lives through some of their beautiful handloom weaves including Banarasi, Muga, Jamdani and Bhagalpuri, among others.

Taavi, from Myntra House of Brands is supporting thousands of artisans

The brand adapts traditional crafts into modern fashion sensibilities, making them more relevant to the Indian youth and brings the consumer closer to the bigger cause of revival of Indian crafts. With their Ikat, Kalamkari, Bagru, Ajrakh, Sanaganeri and many more such collections, Taavi is aiding in the rejuvenation of the languishing form of traditional Indian fabric design and process by complementing it with a modern fashion identity and exposing it to a new and wider market.

Experience Charukriti’s illustration of beautiful crafts and traditional Indian creations on Myntra Runway Icons

With a passion to discover the Indian culture and the commitment to take the Indian heritage through fashion to the world, this brands’s creations have a touch and aroma of land, water, and air of its very own. The collections, ranging from Taant, Cotton to Silks, are a tribute to those talented hands and smiling faces, from the hinterlands of rich and diverse country. Find your inner peace in the collections from their range of traditional and contemporary designs for your every delightful occasion and every wonderful story.