When it comes to jeans the only fabric that everyone is familiar with is denim but now the jeans are available in Khadi too. Yes, you heard it. A Kerala based online clothing brand has come up with the unique idea of selling Khadi denim.
Another interesting thing is that the models which are showcasing the jeans collection are common people from different regions. Siddharth Mohan Nair, the founder of the clothing brand DesiTude, said, “I told the photographer that, first, we want normal looking people and secondly the won’t be using any make-ups”.
The first ‘model’ was Vijayalakshmi from Tamil Nadu, who irons clothes in Thiruvananthapuram to make ends meet. One of the photo shoots featured Arjun, a migrant labour who hails from Jharkhand and is now working in Kerala.
On working with people who are not camera-friendly, Siddharth said that it was easy to work with most of them and as they took the photos in simple poses and in normal backgrounds.
DesiTude was launched in April 2016 and is probably an only brand to make Khadi Spin. Siddharth said, “Making a garment and selling it after taking my margin was a tough task. Also, the fabric is susceptible to shrinking and colour bleeding. Therefore, it has to be washed a number of times before making the garment. However, things have slowly started falling in place and I am getting orders. As many as 116 till date”.
(Source: Indiatimes, Deccan Chronicle)