We are showcasing handloom as a fabric of choice for the new generation. Young college students or office-goers are wearing ethnic handloom dress - kurtas, sarees etc. and projecting an image of  style, fashion and confidence.  The handloom attire sets them apart from the crowd and gives them a unique identity. The message conveys that handloom is beautiful, pleasing to the eye, something that has a proud tradition and enhances the dignity of the wearer..

 

 

The handloom is a part of Kerala’s culture and tradion. And even when a Malayalee is living abroad, he is never ready to give up his culture and tradtion. Regardless of where he/she resides - London, New York or Sydney - when a Malayalee wears a handloom product, he/she feelsinstantly connected to the native land. It is powerful emotion that we want to ta through our concept.