The daily wear brand Earthwear just opened a fourth location in Kolkata, joining the New Alipore, Avani Mall, and Lake View stores. The new location is at Salt Lake, CF330, Sector -1, Bidhannagar, Kolkata-700064.

This new store, which is 600 square feet in size and has an earthy, wooden appearance thanks to the use of natural materials like sitalpati, bamboo, cane, and ropes, is the ideal setting for displaying their handcrafted items.

The goal is to provide a distinctive experience and atmosphere for the contemporary Indian woman who loves culture, and not only to sell items.

For the contemporary Indian woman, Earthwear offers handcrafted dresses, tunics, skirts, kurtas, co-ord sets, sarees, dupattas, stoles, bottoms, and skirts, all with hand block prints, hand-woven fabrics, and hand embroidery.

As a result, their selection includes fascinating handwoven khadi and jamdani fabrics from Bengal, dabu, bagru, and ajrakh block patterns from Rajasthan and Gujarat, and ‘kantha’ hand embroidery from Bengal. The phrase “craft by hand” is stressed.

Earthwear, Founder Vineeta Ganeriwala Gupta said “The mission of Earthwear is to embrace the elegance of age-old customs while continuing to develop and appeal to a worldwide audience in the field of reasonably priced sustainable fashion. The collections transcend seasons and highlight the beauty of heritage in a contemporary form, with adaptable silhouettes suitable for daytime, work, brunch, and evening wear. In just three words, I can sum up the core of the company: Down to earth- in attitude, prices, and products”.

The prices of the different products are extremely affordable.

All the handwork is done in the villages and the products are made at their factory in Maheshtala.

The brand will be coming up with a festive collection and the colors will be glamorous.

Priyanka Dutta