Reviving the Lost Tradition- Story Of India

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Ahmedabad has witnessed more than 800+  exhibitions last year yet the  standalone stores are preferred to be the only go-to options for the new breed of fashionistas. This might be the case because they want to explore more, maybe in a set-up that allows them to browse through with their girl-friends without having the pressure to buy immediately unlike the exhibition where one needs to act fast to buy things before the exhibition ends.
The story of India is that fashion phenomenon that is all organic and natural embracing – regardless of the age-group. There is something for everyone.



The story of India has a unique and innovative concept. It wants to save the lost dying tradition of india. It is inspired by the artisans of India. And it supports natural, handcrafted designs that would enhance the luxury in the everyday life.



Miss Bhawooq had an opportunity to meet Sapna Patel, the currator of Story of India. A simple women with extraordinary management skills.



Kate Fletcher, an eco-textile consultant, coined the term ‘Slow Fashion’ in 2007. It was adapted from the concept of ‘Slow Food movement’ started by Carlo Petrini in Italy in 1986.  Slow Fashion is parallel with Slow Food movement by aiming to strike a balance in consumption pattern of fashion consumers by increasing awareness and responsibility towards environment and hence sustainable clothing.


Sustainable fashion means no use of fertilizer to produce the cotton used for fabric, using drip irrigation method for harvesting thereby saving water, using natural dyes to prevent the effect of toxic effluents on water and ensuring that minimum carbon footprints are generated in production of one garment.



The inauguration of this beautiful concept was done by Mallika Sarabhai. The inauguration was indeed a star studded event that had Ahmedabad's whose who. Story of India has curated more than 20brands with same passion and an aim of reviving the dying tradition. These brand include Raw Mango, chola, grey stone, eka, house of tuhinia, pahadi local, myoho,kassa, lovebirds, kasa, suit no 8, the loom art, cord, doodleage, tokri, mati, dhora, ma earth.



Prices started from a basic of Rs 3,000|-


Colours displayed are subtle and eye soothing. The fabric used are soft and smooth. A good investment for those supporting Made in India Campaign.



In case you havent still been to Story of India, do head for it tomorrow.

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