Ethical Crush: Reviving a local craft
‘Ethical Crush?’ What is it?
Every week we feature a brand that aligns with our philosophy- a brand that we call our ‘ethical crush’. Every brand featured here strives to do its bit for the animals, the environment, workers. This week we bring you a brand that strives to preserve & revive a local craft and we love them because of this. They bring you one step closer to leading a sustainable lifestyle.
Our ‘Ethical Crush’ this week is..
What makes them different?
Preserving local craft is at the heart of what our ethical crush this week does. Artful details, free-spirited designs and materials you’ll feel incredible in – if we had to use a few words to describe the wonderland of Vraj:bhoomi, these would be the first to come to mind. Founded by Bhoomi Dani & Priyam Shah Vraj:bhoomi is a concept clothing label based out of Gujarat, India, working with desert artisans in transforming the traditional hand block printing skills to ethical aesthetic wear. Vraj:bhoomi has revived a textile craft called “Ajrakh”, a form of hand block printing with resist dyeing using natural dyes.
We love the because