Story behind '2 up 2 down'
1.
Story behind '2 up 2 down'
'2up 2down', was established in October 2008 by
Namrata Shah.
The philosophy of '2up2down' is to create
unique
and dis nct
hand-cra ed
tex les(stoles/scarves/saris/fabric by meter), that
have a universal appeal with special a en on to
detail in techniques of shibori (Japanese e & dyes tched and clamp ) married with hand-embroidery
and block prints by employing and empowering
'only' women belonging to weaker backgrounds.
2.
Why the name '2 up 2 down'?
Tex les have always been both passion &
inspira on. The beauty of inconsistency in weaves,
uneven textures and the element of surprise make's
the en re process of handcra ed tex les a beau ful
experience! One such weave is '2up 2down', a
beau ful weave construc on that adds sturdiness,
strength and elegance to a fabric, which pre y
much reflects our core values!
3.
A brief about Founder(s)
Namrata Shah studied tex le design at the Srish
School of Art, Design and technology (2003). Her
Diploma assignment took place in Bangladesh with
a local NGO in the handloom industry. She had
tremendous exposure and collaborated for dura on
of 5 years. It was during this phase she worked with
some of the most respected and accomplished
tex le designers and brands!
Back home in 2006, she worked with few
export houses and corporate to understand the
product style in a commercial sense. However, it
was in 2008 she quit her very lucra ve job to start off
on a whole new journey in the world of cra s and
tex les under the brand '2 Up 2 Down'.
4.
Need gap you are fulfilling via '2 up 2
down'?
India is very rich with cra and some of the most
beau ful and tradi onal cra s are fading away as
there is no pla orm to promote/sustain. Many a
me's cra s are confined to the cra sman and may
not reach the outside world! At '2up 2down', our
efforts are to sustain, innovate and bridge the gap by
designing as well as promo ng it to an audience that
understands and appreciates the value of the cra !
5.
Wow' moments so far?
'2up 2down', has had a challenging yet rewarding
journey. Some of the highlights have been1)
Awarded 'Young Crea ve Entrepreneur
2010, India' by Bri sh Council
2)
Sponsored visit to London
3)
Featured on Young Turks _CNBC TV 18
4)
Designing collec ons for Giorgio Armani
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