Studio Medium by Riddhi Jain, emerges as a compelling brand to watch for in the realm of Indian fashion.
The brand’s DNA is intricately woven with the cultural richness of Bandhani, a traditional tie-dye technique. Acknowledging the substantial waste generated by this technique in the form of thread waste and textile offcuts, Studio Medium has devised a template solution that allows it to convert significant quantities of silk offcuts and discarded cotton yarns into textiles and garments for future use.
The outcome is a captivating collection of apparel and home textile pieces that not only embody elegance but also stand as a testament to the belief that innovative design is the cornerstone of a zero-waste future.
Showcasing a range of apparel priced between Rs. 24,500 and Rs. 75,000, the brand presents an extensive line-up featuring both womenswear and menswear. The brand strategically targets High Net Worth Individuals (HNIs) from both domestic and international markets, reflecting a commitment to providing fashion that transcends geographical boundaries.
Tailoring its offerings to suit a broad spectrum of tastes, Studio Medium caters to individuals in the age bracket of 30 to 70, directing its attention to customers situated in key regions such as India, the United States, the United Kingdom and the European Union.
The brand distinguishes itself by managing its production and manufacturing in-house. However, given its specialisation in working with textile and yarn discards resulting from the tie and dye process, the brand collaborates closely with skilled artisans across Gujarat and Rajasthan who play a pivotal role in collecting and forwarding discarded materials to the brand.
In addition to its in-house efforts, Studio Medium procures additional textiles from established vendors in Kolkata, Bengaluru and Chandni Chowk. For specific surface techniques, the brand engages in close collaboration with artisans based in Kutch, Gujarat. This collaborative approach ensures a diverse and well-sourced selection of textiles, nurturing partnerships with artisans who bring in specialised techniques to the brand’s creations.
Looking ahead, Studio Medium envisions a sustainable future through a strategic initiative. The brand plans to set up production and manufacturing units directly at the source of pre-consumer waste, thereby streamlining and enhancing the sustainability of the production process.
By integrating production with the origin of discarded materials, Studio Medium seeks to create a more efficient, environmental-friendly and responsible framework, aligning its long-term vision with a commitment to sustainable practices in the fashion industry.
