Lecoanet Hemant has been using Global Organic Textile Standard (GOTS)-certified cotton that is hand-treated following centuries-old Ayurvedic recipes. He is focused on creating garments that are free of synthetic chemicals and toxic irritants. The manner in which he treats the garments has been developed over time by a family of vaidyas, or doctors of Ayurveda. These form the core of Ayurganic, a clothing line created in South India, following confirmed Ayurvedic principles. Lecoanet Hemant tells us more in this exclusive tête-à-tête.
CAN YOU TELL US ABOUT THE BRAND AND THE RATIONALE BEHIND IT?
The pillars of couture have always been about individuality, expression of the soul, and luxury. Today, sustainable fashion is not too different from this definition. We, at Lecoanet Hemant, were always able to connect these dots; and this ideology gave birth to Ayurganic, our organic line. Ayurganic is a stay-at-home collection, which is produced, exclusively, using GOTS-certified cotton, handwoven using ancient Ayurvedic recipes. The garments, which we call ‘Ayurvastra’ (from a combination of ayur and vastra meaning health and cloth respectively in Sanskrit) have been permeated with special herbs and oils, freeing them of synthetic chemicals and toxic irritants. Wearing these garments will help restore balance within the body and strengthen the immune system.
WHAT IS THE DESIGN PHILOSOPHY OF AYURGANIC?
Ayurganic believes in the term ‘unfashion’. The idea is to create silhouettes that never go out of style. When it comes to Ayurganic, the fabric is key, which is processed to give back to earth what it takes from it. The fabric helps in regeneration, be it the fishes of the Neyyar river in Kerala or the skin cells of the wearer. The fabric strengthens, provides, and nourishes.
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Denne historien er fra December 2019-utgaven av Apparel.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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