Apparel November 2019 Apparel November 2019 issue | Page 69

DESIGNER SPOTLIGHT
now have a sustainable source of income, and
almost 20,000 families have seen their livelihoods
improve; around 2,000 weavers and spinners
have benefitted directly and indirectly, and 15
downstream businesses have been created,”
she says.
A VERSATILE TEXTILE
Jyoti says that the magic of eri silk lies in its ability
to be combined with different yarns and made
into a beautiful fabric each time.
“Depending on how it is woven and worn,
it can look quite different. It can look like knit,
cotton, silk or linen, depending on the yarn it is
combined with, the yarn count, and weaving
technique. This makes eri appealing to all ages
and suitable for different occasions. Plus it makes
for an extremely niche and special product when
it is dyed with natural colourants,” she explains.
Apart from being available on Ereena’s official
website and at the store in Hyderabad, the
products are also present at Kankatala Textiles,
Hyderabad and and Vishakhapatnam; L’affaire
and Kalpana, New Delhi; Mahaveers, Coimbatore;
Weavers Studio, Kolkata; Nutan Vastra
Bhandar NX, Ahmedabad; and Rawalpindi
Modern, Bareilly.
THE MAGIC OF ERI SILK LIES IN ITS
ABILITY TO BE COMBINED WITH
DIFFERENT YARNS AND MADE INTO
A BEAUTIFUL FABRIC EACH TIME.
to gain more international presence, especially in
the stoles, shawls, and throws segment.”
“We hope to encourage the younger
generations to wear eri by choice. I feel that if
sustainable fashion is portrayed as glamorous,
then the younger generation will be drawn to
it more. By modernising it while retaining its
essence, Ereena is trying to make it appealing it
to the younger generation as they are the future,”
Jyoti concludes.
FUTURE PLANS
She hopes to create more and more unique
and exquisite products, whilst collaborating with
weavers, textile artisans, and designers. “I am
looking forward to expanding Ereena’s range to
make it available to working women and men. For
this, I am planning to create a line of clothing that
is comfortable, does not crush, makes one look
smart, and is easy maintenance. I would also like
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