National Handloom Day: Indian fashion labels make traditional weaves an everyday choice
Architect Preethi Pathireddy launched 'The Indian Peacock' to make traditional handloom textiles a staple for everyday office and casual wear. By working directly with artisan clusters, the brand aims to make handcrafted fabrics affordable and accessible.
Why it matters
This reflects a growing trend in sustainable fashion and the preservation of traditional craftsmanship by integrating it into modern consumer habits.
Jamdani shirts @ Indian Peacock, Hyderabad
Nine years ago, this 41-year-old Hyderabad-based architect ventured into the world of handloom with two questions: why do the finest Indian textiles and craftsmanship live in a cupboard, waiting for a wedding, and why does the shirt you wear to work come from a factory? “It made no sense because handcrafted fabrics breathe better, age better, sit better on the body, and stand out. But somewhere along the way, handloom got filed under ‘ethnic’ wear. This label shrinks centuries of tradition into a costume category,” says Preethi Pathireddy, who went on to launch The Indian Peacock “to pull handwoven and handcrafted textiles out of the occasion and into the ordinary week, the office, the airport, a regular Tuesday. Architecture and fashion start with design and my transition seemed seamless.”
A kurta at Indian Peacock | Photo Credit: Special Arrangement
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