East Bay Fashionistas know that Oakland is the up- and-coming hub for socially conscious fashion and cutting-edge design. Among the more notable eco-friendly fashion houses based in Oakland is Suutra. Run by partners Avni Jamdar and Mona Shah, Suutra offers contemporary women’s apparel and accessories produced in India, incorporating generations-old artisan techniques.
Using one hundred percent organic cottons and silks and pesticide-free vegetable dyes, Suutra creates simple but sassy looks with unique details that add a touch of spice. Jamdar and Shah work together on the designs, which include sheath dresses, a-line skirts, and tunic tops, all in rich hues of red, gold, and blue. The pop comes from the nature inspired appliqué and embroidery that is all hand done around the cuffs, the yoke, or all over the garment.
Suutra, which means narrative or thread in Sanskrit, was inspired by Jamdar’s desire to help the women of her native land, Gujarat, India after the devastating 2001 earthquake. She partnered with Self- Employed Women’s Association, the Indian non-governmental organization that helps women become financially independent by helping them to hone and market their skills. The appliqué techniques used on Suutra’s clothing are taught mother to daughter and each local community has a hallmark embroidery technique. “We are so pleased to help give these women the opportunity not only to make a living, but also to preserve these rare techniques that are a part of their history,” says Shah.
The partners are currently working on a children’s line for next spring and the fall 2009 collection is available at Magnet in Berkeley. Suutra also holds trunk shows throughout the year. Check the website for details.
Comments
Very cool! Thanks for covering them!
Sounds interesting. Great idea and nice designs. I'll have to check them out.
I love the idea of women helping women and keeping traditions. Thank you for letting us know about this Company.
How fun! I'm going to stop by and give a look.
Love the concept on all levels -- look, materials, and women empowering women. Thanks for the lead.
Wonderful - keeping traditions alive using time proven techniques while at the same time having minimal impact on the environment and making a profit. Are we paying attention?
Great article.... enough to capture a readers interest, plant the seeds of curosity, & raise awareness.... I'm gonna have to check it out for myself....
Thank you
Great article -- and great photo too! I'm going to check them out. Thanks for letting us know.
Inspiring. Thanks for making me aware of this saavy duo. They are right in keeping with the times. I like to consider sustainability and social awareness when I make my buying choices.
So much duality in India - vast talent and artistic traditions coupled with grinding poverty. It's great when anyone can build an international business which operates successfully, serving the purpose of raising awareness in America and promoting fair business practices and the preservation of age old techniques abroad.
Sounds great. I'll send my daughter and granddaughter after they fininsh watching the latest Bollywood movie.
Am I the only one that can't get to the suutra website? i am now dying to see the designs, but I can't seem to link.
Fun and cool as well as inspiring! We'll check them out!
thanks for the information....will have a look when i'm in the area.
Sorry for the confusion about the link to Suutra. Try clicking on the highlighted word - Suutra - in the article.
Got something to say?
Examiner.com is looking for writers, photographers, and videographers to join the fastest growing group of local insiders. If you are interested in growing your online rep apply to be an Examiner today!