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 distinct hand-crafted
textiles(stoles/scarves/saris/fabric by meter), that
have a universal appeal with special attention to
detail in techniques of shibori (Japanese tie & dyestitched 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'?
Textiles have always been both passion &
inspiration. The beauty of inconsistency in weaves,
uneven textures and the element of surprise make's
the entire process of handcrafted textiles a beautiful
experience! One such weave is '2up 2down', a
beautiful weave construction that adds sturdiness,
strength and elegance to a fabric, which pretty
much reflects our core values!
3.
A brief about Founder(s)
Namrata Shah studied textile design at the Srishti
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 duration
of 5 years. It was during this phase she worked with
some of the most respected and accomplished
textile 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 lucrative job to start off
on a whole new journey in the world of crafts and
textiles under the brand '2 Up 2 Down'.
4.
Need gap you are fulfilling via '2 up 2
down'?
India is very rich with craft and some of the most
beautiful and traditional crafts are fading away as
there is no platform to promote/sustain. Many a
time's crafts are confined to the craftsman 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 promoting it to an audience that
understands and appreciates the value of the craft!
5.
Wow' moments so far?
'2up 2down', has had a challenging yet rewarding
journey. Some of the highlights have been1)
Awarded 'Young Creative Entrepreneur
2010, India' by British Council
2)
Sponsored visit to London
3)
Featured on Young Turks _CNBC TV 18
4)
Designing collections for Giorgio Armani
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