Paulo Coelho, the master wordsmith who needs no introduction, in his latest social media posts, has endorsed Antaratma, a Kerala-based sustainable brand.
Sharing a photo of himself wearing a pastel-green, Mandarin-collared shirt by the brand, on both his official Instagram and Twitter handles, Paul wrote, “Just arrived your wonderful, tailor-made gifts,” and thanked the brand by sharing the link to their official website www.antaratma.in.
Last month, Antaratma had posted on its Instagram handle (www.instagram.com/Antaratma.in) about how its founder Vivek S Nambiar, a former journalist, reached out to Paul over an e-mail in the hope of getting a response, and how the author reached out to the founder via Twitter.
An elated Vivek, Founder and Creative Director, Antaratma, said “Mr Coelho wearing our shirt, and posting about it, still feels like a dream. He’s undisputedly one of the greatest humans to walk the Earth, and I cannot express, in words, how much this means to us.”
He added “We are so humbled that we got this opportunity and it’s his incredible generosity to share a photo wearing one of our shirts.”
Antaratma, a sustainable clothing brand that operates out of their small studio in Aluva, a town in Kerala’s Ernakulam district, was announced on 22 February 2022, on both Facebook and Instagram. Earlier this month, it launched its official e-commerce website too.
In no time, Antaratma has managed to establish itself as a premium, quality-driven, brand.
It’s, therefore, no surprise that the brand, which began its pre-sale phase in March (and which is still going on), has fulfilled over a hundred orders in less than 3 months.
And its sustainable too!
The westernwear brand uses sustainable fabrics like Organic Hemp, Organic cotton treated with Ayurvedic herbs, Tencel fabric and Organic Orange fibre fabric – not to mention its zero-plastic packaging, and commitment to circularity and textile waste management.
Within a year, Antaratma also aspires to go carbon negative. Collaborations on this regard are already being explored.
Importantly, each piece is meticulously, ethically crafted by talents who are well taken care of, monetarily and otherwise. In time, the brand hopes to get FairTrade certification.
Talking about future plans, Vivek said, “Our focus would be on offering a premium experience to all our customers. Omnichannel is the way forward for us for sure. We hope to go offline in a year.” He also said, “Our launch collection — Amalgam — has gotten a terrific response, and we are confident that there will be many takers for our minimalist, classy designs.”
