BEHIND THE BRAND
We cherish Indian culture, local communities, and tradition. As a research-based label, we explore traditional handloom weaving techniques with a focus on craft revival and local practices entwined with a dash of urban silhouettes appealing to the global market.
Rustic Hue™ is a combination of two words with 'Rustic' referring to the countryside and 'Hue' means colour. The research-based conscious label is an amalgamation of rural flavours and unusual colours to create contemporary clothing and accessories, which is hand-woven and handcrafted. Our soul is connected to the roots of our villages.
Being conscious about our environment, we ensure maximum utilisation of raw materials by up-cycling/re-using post-production leftovers into some or other functional product (Textiles, accessories, garments etc). These creations are a part of our "Rustic Hue Jugaad" line where every piece is unique and you may not get the same piece again.
We are committed to sustainability with a focus on working
with local handloom weavers' communities like Meher Bhulia and Kosta;
practising traditional handloom techniques like Sambalpuri Ikat, Bomkai, Three-shuttle weaving with natural fibres;
on craft revival and cultural sustainability
towards waste management: Up-cycling/re-using/repurposing leftover textiles at the studio or unused stock/damaged yarns after the production on the loom.
Our label is synonymous with sustainability, zero-waste, and handmade.
The label is the brainchild of Swikruti Pradhan - a Sustainable Fashion Researcher & Designer, and NIFT alumnus. Having worked in various domains of the fashion industry viz. design, manufacturing, and retail, she decided to take the plunge and launch her own research-based sustainable fashion label. She has worked as a design consultant for different projects for the Ministry of Textiles, Govt. of India, and the Crafts Council of India. Her scholarly works on Sustainable Fashion, Circular Fashion, Local Communities & Practices, Craft Revival Cultural Sustainability, and Heritage & Ancient Textiles, etc have been published in many International/National publications.