Rustic Hue, the label, is a combination of two words with ‘Rustic’ referring to countryside and ‘Hue’ means colour. The label is an amalgamation of rural flavours and unusual colours to create contemporary clothing, which are hand-woven and handcrafted. The apparel thus is locally made for global audience. We don’t just design clothes but work closely with the local weavers and craftsmen to develop our own fabrics.The label is the brainchild of Swikruti Pradhan, an NIFT alumnus. Having worked in various domains of fashion industry viz. design, manufacturing and retail, she decided to take the plunge and launch her own label.The essence of the label is the effort that the handloom weavers and craftsmen from different villages of Odisha put in making of eccentric contemporary clothing. The label’s soul is connected to the roots of our villages.We are extremely conscious about our surroundings. So, when every garment is made, the ‘scraps’ of materials are collected, ‘up-cycled’ and used to recreate something new, different and interesting. Because, we believe, ‘out of limitations comes creativity!’.The label is synonymous with ‘sustainability’, ‘handmade’ and ‘zero waste’. We love everything handmade!
Sustainability is core to our ethos as a brand – whether it is the economic sustainability of handloom weaving, the commercial sustainability of a small – batch production unit or ecological sustainability of the way we work. Our studio is nestled in Bhubaneswar, and in every choice from where we work to how we work, is a conscious effort to use less and do more. In a use and throw economy, we want to change the way people see fashion. By using waste from the final garment and the test fits, we work towards a zero – waste practice. And if anything does find its way to a landfill, we rest assured in the knowledge that they are 100% natural, from yarn to dye.The label cherishes Indian culture, community and tradition. As a research based label, it explores traditional handloom weaving techniques with a focus on craft revival and local practices entwined with a dash of urban silhouettes appealing to global market. Social, cultural, ecological, and economic - sustainability are the label’s fundamental values.
Transition in Tradition“Transition in Tradition” consists of women’s ready-to-wear made with hand woven vat dyed cotton fabrics from Western Odisha. From the hot summer mornings to the stretchy summer evenings, cotton fabric is the best option to beat the summer heat. The hand appliqué (/əˈpliːke/) technique locally known as “Chandua” work in Pipli, Odisha is our inspiration for this collection. Chandua work has traditionally been used for handcrafted décor items and in vibrant colours. But, we have given the traditional appliqué a contemporary twist by keeping it minimal with the use of only white and maroon colours. With this collection, we are taking the Chandua work beyond décor and, bringing the artisanship to our daily lives via our outfits.
Celebrate and share love for everything handmade.
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