January 2020 Edition Apparel January 2020 issue | Página 62

BRAND PROFILE
Handloomed Hues
Via East is a portal that is solely focused on handloom saris that are sourced
directly from weavers. Bindu Gopal Rao introduces to us the wide spectrum of
its handloomed treasures.
Via East is an online brand that focuses on Indian
textiles and the myriad art forms associated
with it. The platform showcases a range of saris
woven with different textile techniques. The brand
has its design philosophy rooted in love for good
craftsmanship, simplicity, and elegance. The
kind of saris Via East retails include embellished,
embroidered, chequered, striped and printed
ones; and Benarasi, chanderi, Gadwal, jamdani,
Kanjeevaram, Maheshwari, Mangalagiri, Paithani,
printed saris, Sambalpuri, traditional silk (with
woven borders and motifs) and Kota saris. They
are available in several materials too—all of which
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January 2020