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.
This story is from the December 2019 edition of Apparel.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the December 2019 edition of Apparel.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
All About Dressing As You Want
A. Das uncovers the current trend which is all about dressing as you want. Easy, over-sized, baggy fits and unstructured cuts are ruling every wardrobe.
Online Shopping Likely To Reach $1.2 Trillion By 2025
Market Watch
Weaving A Sustainable Future
Brinda Gill talks to Ashita Singhal, awardwinning weaver, designer and social entrepreneur, and founder, Paiwand Studio, who is committed to converting textile waste into new, meaningful textiles.
Summer of 2022
Heer Kothari walks our eager onlookers through the runways of New York, Milan and Paris, exploring the nuance of summer styling for men in 2022
Journeying for the Joth
Brinda Gill drafts the interesting journey of Vinay Narkar, a textile designer and revivalist based in Solapur, spared no effort in the pursuit of joth, one of the lost weaves of Maharashtra, and reviving it.
Go Digital - Get Organised Reshamandi Style!
Heer Kothari explores India’s first and largest market-place, digitising the natural textile supply chain. It is a full stack ecosystem in the form of a super app, starting from farm to fashion.
Erotissch – Stitching differently
Chitra Balasubramaniam explores Erotissch, a brand by women for women, based on the concept of ‘Bed to street wear'.
Colourful Fable
A. DAS interviews Karan Torani to find out the inspiration behind the designs of his label Torani and his thoughts on it being widely welcomed and connected well.
Going #PLUS
Heer Kothari explores the growth of the Plus Size apparel segment in India.
Endorsing Desi Oon
Brinda Gill discovers India’s indigenous wools, locally called Desi Oon, which hold potential for use in the apparel industry
