Kushni: The dawning of a new era of digitally first sustainable Indian Luxury.
Handcrafted Indian clothing is making a comeback in the modern urban wardrobe, with more and more people looking for unique, cultural pieces that are made with care and attention to detail. One brand that is standing out in this space is Kushni, a brand from Mumbai founded by Khushbu Shrivastava in 2021.
“Kushni is designed for a young global taste & made digitally accessible to the world exclusively via our website. Our pieces are crafted in 100% natural materials & rooted in sustainable processes aiming to take heritage Indian craftsmanship into the future.” , says Khushbu.
The brand aesthetic is characterised by its modern and clean silhouettes, rich , intricate and contemporary interpretations of heritage zardozi, chikankari and other embroidery techniques. The designs are classic as well as relevant to the times. From everyday wear to occasion wear, Kushni has something for everyone, all while staying true to their commitment to sustainability.
Sustainable and Responsible Choices with Kushni
One of the key aspects of Kushni’s brand ethos is their commitment to sustainable and responsible choices. The brand believes that sustainable luxury is about discernment and responsible choices, and they aim to bring this philosophy to every aspect of their business. From the recycled and biodegradable packaging they use to the artisanal communities they support and work with, Kushni is always looking for ways to improve and expand their environmentally friendly practices.
In terms of the fabrics used, Kushni only works with natural, 100% pure & biodegradable materials such as cotton, cotton silk, linen and silk organza. They do not use any polyester, nylon, or acrylics, which are commonly used in fast fashion and require a large amount of environmentally harmful chemicals to process and pile up in landfills post use.
Kushni is now working towards replacing all of their raw material usage including zari and sequins used for heavy embellishments, with nature friendly , organic and sustainable regenerated options in the future, with the goal of becoming a carbon neutral and climate positive brand.
The brand also at present works on a Zero Waste Process Approach. The zero waste model involves designing products and processes to reduce waste generation, using materials that are renewable, recyclable, or biodegradable, and promoting reuse and recycling of products and materials.
In addition to their commitment to sustainability, Kushni is also focused on supporting and empowering artisanal communities. The brand recognizes the value and exquisiteness that these crafts add to clothing, but they also understand the harsh realities that many artisans in India face, including poor quality of life. By working with these communities and creating beautiful, functional clothing that brings both monetary and artistic value, Kushni aims to make a positive impact on the lives of artisans. “ We want to take Indian craftsmanship to the world in a big way, this is only the beginning of our journey. We are on a mission to make these legacy handcrafts mainstream and commercially viable through our signature design language which is so attuned to what women want to wear right now.”
Kushni is a brand that is poised to make a big impact in the world of handcrafted Indian clothing. With their commitment to sustainability and the empowerment of artisanal communities, they are offering something truly unique and special for the modern wardrobe. If you’re looking for high quality, luxurious clothing that is made with care and attention to detail, Kushni is definitely worth checking out.
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