Bewakoof.com, India’s largest D2C fashion brand pays homage to heritage as it announces Badera (ancestors) collection with a complete range of fashion apparels for men, women and all genders.
In a statement, the company said that the collection is a respectful ode to the original art and craftsmanship of the artisans and karigars who have kept Indian culture & heritage alive till date.
Its aim is to bring to GenZ, millennials and young Indians a piece of true art, untouched and uncorrupted by modernity.
This collection includes close to 100 unique SKUs with a wide variety of prints, patterns and colour options including ones inspired by fire, earth, water and sky.
Prabhkiran Singh, Founder CEO, Bewakoof, says, “Bewakoof stands for vocal for local. For us that not only means manufacturing in India but also Indian design, Indian designers and artisans and Desi Chic and reclaiming our 5,000-year-old heritage. The more you fly the more the urge to be rooted. This is our back-to-the roots moment and movement.”
Badera is being launched as an Indo-fusion collection which will shine through with handmade printing, earthy tones and a soothing colour palette with the use of lightweight fabrics.
The designers at Bewakoof have attempted to build a modern take on the classic prints by adding fashion shirts, tops and dresses.
Amit Mahajan, Design Head, Bewakoof.com says, “Inspiration happens in the moments you least expect it. We have always been in awe of Indian artisans, there is so much to admire about their skills and spirit. It is truly world-class. Through this collection, our attempt is to bring our heritage to life and make it contemporary for our audience through striking colours and elements. With this collection inspired from the textile treasure of this desert state, we have tried to write a new tale this autumn.”
It can be mentioned here that founded in 2012, Bewakoof.com is a D2C fashion brand built on social media, with content marketing being a key growth strategy.