Few years ago, sometime around 2008, during one of our countless sessions where we used to sit down with our dearest of the dear friends and talk about world politics, society and our contribution to it, we realized that “action speaks louder than words” indeed is true. And rather than simply debating on today’s burning issues, one has to take some action to bring in change. We as fresh design graduates wanted to bring in a positive change in our society.
In late 2013, we started formulating a lifestyle brand that needed to be accessible, ethical and eco-friendly. And while it had it’s heart in the right place, it also needed to fill in a crucial gap in the market place to stay relevant and be successful as a business model. We went through many new age novelty fabrics which are eco-friendly and had a lot of potential but they really missed on the emotional quotient. That is when we started questioning our “basics” about who we really are, our legacy in textiles, searching for a fabric that was truly humane in nature. We silently looked at each other and “KHADI” we screamed, our first love since we started learning textiles. A homespun, handwoven fabric that has an entire nation’s struggle for independence woven into it and a revolution that is deeply spun into its yarn.
Hence, Cotton Rack was born, a grounded and socially responsible ethical lifestyle brand with simplicity at its core. A contemporary take, that satisfies our modern needs without losing the traditional essence. A brand that brings back the original glory that this homespun and handwoven fabric truly deserves by aspiring the young again. And all of this while bringing a change to lives of the maker, the wearer and the environment.