See Now, Buy Now, Wear Forever
From the handloom to the internet, all you need to know about India's latest, hottest homegrown brand: Beej
pspan style="font-style: italic;"From the handloom to the internet, all you need to know about Indiaandrsquo;s latest, hottest homegrown brand: Beej/span/p
pandnbsp;/p
pAway from the spotlight, Asha Sarabhai has been quietly working in her Raag workshop in Gujarat since the andrsquo;70s. Centred on handloom fabrics and the idea of supporting local weavers, she has taken Indian weaving traditions onto the international stage. Her brand, Raag by Asha Sarabhai,andnbsp;showed at the Sogetsu Centre, Tokyo, under Issey Miyake in the late andrsquo;80s. Not only has she dressed the worldandrsquo;s cultural elite like writer Frances Partridge of the Bloomsbury Group and Asha and Zubin Mehta (writer and conductor respectively), she has also been a longstanding crusader for Indian textiles. Setting up the Raag workshop in Ahmedabad in the late andrsquo;70s, she single-handedly provided employment to a large weaving workforce that was neglecting time-honoured skills in the favour of mass manufacturing cloth for export.andnbsp;/p pandnbsp;/p
p style="text-align: center;"/p
p style="text-align: center;"emModel in a Beej jacket/em/p
pHowever, Asha Sarabhaiandrsquo;s clothes, though made in India, were rarely available to her patrons here. And to rectify that, Sarabhaiandrsquo;s nephew Ajay Mayor launched Beejandmdash;a digital platform that brings Raag ...
pspan style="font-style: italic;"From the handloom to the internet, all you need to know about Indiaandrsquo;s latest, hottest homegrown brand: Beej/span/p
pandnbsp;/p
pAway from the spotlight, Asha Sarabhai has been quietly working in her Raag workshop in Gujarat since the andrsquo;70s. Centred on handloom fabrics and the idea of supporting local weavers, she has taken Indian weaving traditions onto the international stage. Her brand, Raag by Asha Sarabhai,andnbsp;showed at the Sogetsu Centre, Tokyo, under Issey Miyake in the late andrsquo;80s. Not only has she dressed the worldandrsquo;s cultural elite like writer Frances Partridge of the Bloomsbury Group and Asha and Zubin Mehta (writer and conductor respectively), she has also been a longstanding crusader for Indian textiles. Setting up the Raag workshop in Ahmedabad in the late andrsquo;70s, she single-handedly provided employment to a large weaving workforce that was neglecting time-honoured skills in the favour of mass manufacturing cloth for export.andnbsp;/p pandnbsp;/p
p style="text-align: center;"/p
p style="text-align: center;"emModel in a Beej jacket/em/p
pHowever, Asha Sarabhaiandrsquo;s clothes, though made in India, were rarely available to her patrons here. And to rectify that, Sarabhaiandrsquo;s nephew Ajay Mayor launched Beejandmdash;a digital platform that brings Raag ...
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