India’s foremost consumer durables company Usha International has selected Delhi-based multi-designer boutique ‘Ogaan’ as the exclusive retail partner for its sustainable fashion label, ‘Usha Silai’. On the outset, the label is available only at the retailer’s Malcha Marg outlet located in Chanakyapuri, New Delhi.
Notably, the label is born out of Usha’s social initiative ‘Usha Silai School’ launched in 2011 with an aim to empower rural women belonging to the weak socio-economic background by providing them training in garment stitching and sewing skills.
The project took a big leap when some of these women got the opportunity to showcase their fashion line under the Usha Silai label at Lakmé Fashion Week held earlier this year. The tie-up with Ogaan marks yet another landmark in the label’s journey as it will now share the rack-space with some of the most sought-after high street and designer fashion brands housed at the store.
Speaking on the development, Usha Social Services Executive Director Dr Priya Somaiya stated that the partnership with Ogaan will help the skilled rural artisans exhibit their exquisite craftsmanship at an international level. “We, at Usha Silai, are committed to being the catalyst of change and will continue to nourish local artisans and craftsmanship at the grassroots level,” she further averred.
Notably, Usha has created its socially-responsible fashion label in consultation with IMG Reliance, a sports, fashion and entertainment marketing and management company.
“We are honoured to partner with Usha International for this initiative. After a fabulous curtain raiser of the Usha Silai label at Lakmé Fashion Week Summer/Resort 2018, we are now delighted to partner for its retail launch at Ogaan,” stated Jaspreet Chandok, Head of Fashion at IMG Reliance.
“It’s an inspiring, ambitious initiative for a company like Usha to take forward, and we’re thrilled to be the retail partners for it,” said Aashti Bhartia, Director, Ogaan, adding that the idea resonates with their ethos, as they work with designers who combine Indian textiles and techniques with great design and contemporary sensibility.
Markedly, the first Usha Silai collection is crafted by rural women in four clusters viz., Rajasthan, Bengal, Gujarat and Puducherry. They were mentored by established designers – Amit and Richard Pandav, Sayantan Sarkar, Soham Dave and Sreejith Jeevan – who understand the local ethos of respective regions and have suffused the assortment with their distinctive take on the same.
The first look at Lakmé Fashion Week, as well, had indicated that the Usha Siali label is innovative, modern and exudes the essence of different regions of the country. Also, it’s worth mentioning that the collection will carry tags crediting the rural women and a fair portion of the revenues will be shared with those who have stitched the garments.
