January 2020 Edition Apparel January 2020 issue | Page 69

BRAND PROFILE
who hires artisans and the artisans, in turn,
receive wages. However, in our case, Okhai is an
artisan-led organisation that hires designers and
all proceeds from sales can only be used for the
artisans’ benefit.
HOW DID THE NAME OF YOUR BRAND
COME ABOUT?
Okhai means ‘from Okha’, a village in Gujarat,
where the artisans come from.
HOW HAS THE RESPONSE FOR OKHAI
BEEN SO FAR?
We have patrons who, by now, have bought 60
to 80 garments from us in the last four years.
We have over 30,000 customers, who adore
the brand. I think the proof of everything and the
moment of truth is when a person loves you,
trusts you, and makes a purchase. So it seems to
me that the response has been very, very good.
garment in cotton and polyester, they will be
able to notice their body odour at the end of
the day and undoubtedly switch to cottons.
3. Design: If the designs in handmade fabric
don’t match up to the synthetic fabric ones, we
cannot compete/compare; and that’s why we
have always focused on developing stunning
designs to help customers sense the shift.
WHAT DOES THE FUTURE OF OKHAI
LOOK LIKE?
We are in this for the 100-year run; in 100 years,
we envisage Okhai to be the most loved artisan-
led global fashion brand, making Indian craft
flourish and impact millions of artisans. In the next
one year, however, we hope to sink deeper into
the hearts of our customers.
WITH SUSTAINABILITY BECOMING
THE CALL OF THE DAY, WHAT DO YOU
THINK SHOULD BE THE FUTURE OF
APPAREL?
The world is transitioning as awareness levels
rise. Soon, the only way will be to practise
sustainability, irrespective of the industry.
Future apparel must be sustainable in not just
one but all aspects, which means towards the
makers, planet, and customers.
HOW CAN ONE ENCOURAGE PEOPLE
TO SWITCH TO HANDWOVEN AND
HANDMADE EXPERIENCES?
1. Communicate: Concise, simple, and visual
communication helped us to tell the world how
unique these fabrics are, how they are made,
why they are good for the society, and who
benefits when you buy them.
2. Demonstrate: Once someone wears the same
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