Distant LAND

Preeti Verma, founder of fashion label Runaway Bicycle, speaks to Vogue Singapore about her design process, keeping traditional practices alive and what it means to be sustainable in fashion today.

- BRYAN HO

Born in the rural plains of Uttarakhand a state in Northern India and the daughter of a farmer father and homemaker mother, Preeti Verma's upbringing could not be further from the glitz and glamour of the fashion world. She graduated with a degree in arts from the University of Northern India, and worked as an artistic director at a commercial creative agency. It wasn't until years into her advertising career did the idea of working in fashion enter her peripheral. Recalls Verma of her decision to explore the buzzy yet turbulent industry: "After working in advertising for more than a decade, I wanted to pursue other opportunities in art and design. Fashion has been a budding area of interest for me for quite some time, and with a little confidence and the encouragement of friends I started Runaway Bicycle."

Verma's brainchild was officially launched in 2016. A sustainable brand that prides itself on incorporating traditional Indian weaving techniques, Runaway Bicycle's garments exude effortless flair and style for daily wear. Oversized cotton dresses and knitted separates in concentrated shades of bumblebee, vermillion and indigo are paired with light and flowy silk accessories. Each garment is spun from scratch and painstakingly hand-weaved to become timeless staples that exhibit unparalleled craftsmanship.

Shares Verma of the brand's ethos and design beliefs: "We want to make clothes designed to be handed down to the next generation, clothes that are not susceptible to trends. There is heavy emphasis on attention to detail, with every stitch and cut considered in their placement and serving a functional purpose."