Fashion Speak
SUSTAINABLE FASHION
The Rouka label’s USP is simple, wearable
clothes made with love to be worn repeatedly
while still having a touch of quirk and
whimsy. Sustainability is an important part
of Sreejith’s collections.
“Sustainability is a subjective term. When
sustainability is implemented from the fibre
stage to the end product, a product becomes
so expensive that it just isn’t sustainable to the
customer. So we focus on adding at least one
element of love to our fabric by keeping a close
watch on the process. Some of our pieces have
zero waste, some use natural dyes, while others
are hand woven and use lesser energy. We keep
the processes ethical and ensure that what we
make is without damaging our environment.
We also stopped doing seasonal trend based
collections to encourage re-wearing of the
product. This makes the customer aware. The
fact that we now have fashion is not just driven
by pressure but also a conscious customer.
The products we have developed also help
create a lot more awareness thus making a
huge difference. I don’t believe 100 per cent
sustainability is possible, but questioning one’s
process and asking if we've been able to reduce
our footprint on the earth, while making or
wearing a product is a good start. It is heartening
that this too has started.”
THE KERALA BASE
Although far from fashion hubs like Mumbai,
Delhi, Kolkata and Bengaluru, Sreejith says, “I
think with social media and so much connectivity,
it definitely doesn’t feel like you are away. The
fashion fraternity has been very kind to keep us in
the loop of everything that is happening. That said
it does feel bad when we miss events that we are
invited to.”
When it comes to his personality Sreejith
confesses, “I'm an extrovert when it comes to
my work. But every now and then I have to take
some time for myself and become an introvert.
A balance works well for me.” Besides his state
Kerala, Sreejith also loves to visit Ahmedabad
and Delhi. He enjoys local cuisines and of course
Malayalee food.
APPAREL I August 2020 I 45