Several of India’s indigenous tribes are known to preserve natural dyeing and handlooming techniques that are rapidly disappearing in a world consumed by fast fashion.
Homegrown brands are innovating to preserve the craft of their communities as well as to sustain themselves amid the sustainable and ethical fashion wave currently sweeping the country.
The eclectic designs of an upcoming homegrown label are inspired by the sentiments of community living and togetherness. In a bid to promote Adivasi empowerment and the preservation of disappearing arts from South-Asian indigenous tribal communities, the ‘Tega Collective’ is named after the Telugu word for ‘family’.
A range of garments combining the vibrance, cultural relevance and traditional art forms of various South Indian tribal communities that are at risk of displacement will be launched by designer and creative head, Niha Elety on the 20th of July, 2022.
As a result of its proceeds, the brand has also created a unique wealth distribution model that allows a certain percentage of profits to be directly donated to the communities it supports, disrupting old hierarchies of power and profit.