In today's post, I'm going to introduce all of you to a brand called Ethicus. It is an ethical, sustainable "Farm to Fashion" brand that connects everyone. It was launched in 2009, it is an initiative of the duo Vijayalakshmi Nachiar & Mani Chinnaswamy, wife and husband. It was launched with the aim to revive the rich local hand weaving traditions of the area through Product Development & Design Intervention. Beautifully designed and finished, Ethicus is a pioneer in slow and sustainable fashion. Ethicus works with 800 farmers, 50 weavers and a team of designers to create theme based saris using organic certified dyes. Being "India's First Ethical Fashion Brand", it has established 42 handlooms, where weavers design and weave world's most exclusive fabrics, all under one roof. At the Ethicus studio, each product is a handcrafted masterpiece, beautifully designed with intricate textures using a wide range of eco-friendly colours. Ethicus works towards creating a product of the highest quality using the finest of ecologic cotton yarns and the best of artisans to create world class textiles. Every saree has a story and Ethicus is bringing out the story by telling the buyer  about the weaver behind it. Ethicus takes its mission of nurturing and patronising age-old textile traditions seriously, as it is highly aware of how easily such skills and craftsmanship dwindle and disappear altogether. 

A team of in-house designers ensure that a minimum of two collections are made every year, one for the Spring/Summer and the other for Autumn/Winter. The designs are an amalgamation of contemporary and traditional. Every design follows a theme and tells a story. In line with the philosophy of 'Inclusive Growth', all Ethicus products carry tags with the picture of the weaver on it. It also states his name and the number of days it took him /her to weave the product. 

This season Ethicus takes inspiration from the lines, angles and blocks of the iconic 'MADRAS CHECKS' and the colours of the 'Birds of the Anaimalais & Coimbatore' to create a line of fresh colourful sarees with unique weaves and textures. Fresh off the loom, light and bright, these saris are perfect for a whole day in office or a fun day with friends.

Ethicus products are available through exhibitions in India, abroad, online and in many stores across the country. Ethicus is going to exhibit an exhibition - "Crossroads Fashion" at Hauz Khas, New Delhi on 5th and 6th April, 2019.