BRAND PROFILE
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.
“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.
WHAT WAS THE REASON BEHIND
LAUNCHING A LINE BASED
ON AYURVEDA?
Ayurveda is an ancient Indian science, spanning
centuries of Vedic healthcare. We had been
wanting to promote conscious fashion and we
stumbled upon an amazing Ayurvedic dyeing
APPAREL
I
December 2019
I
77