Pure Earth: Singapore's Eco-friendly designer store in Bangalore!
The concept of Eco-friendly clothing is quickly catching up in Bangalore and Pure Earth a Singapore-based upscale ladies fashion label blends practical International modernism and with time-honored Asian traditions in its collections.
The newest concept in the world of fashion is eco-friendly garments. We can see a rapid increase in the usage of sustainable fabrics and tapping of natural resources like jute, cotton, hemp and cane. Recently Bangalore saw a launch of one such brand, Pure Earth - where only natural fabrics, cool cottons, lightweight linen and sophisticated silks are used in its collections. Vegetable dyes, recycled packagings are strongly favored over other materials.
Founded in 2002, it is the brainchild of Singapore-based Indian designer Rashmi Gogna, a veteran with wide exposure to fashion and textile industry in India and Asia. She was inspired to create Pure Earth when she found a lack of Asian Fashion choices for modern Asian women like her.
Though her roots lie in India, where she studied fashion, her international travels and friendships have shaped her into a true world citizen. Quite evidently, the fusion of her own cultural heritage with her modern lifestyle in cosmopolitan Singapore is a strong influence on Pure Earth’s designs.
In her own words, “Pure Earth is a fashion label of ethnic chic and flair designed for the sophisticated, confident woman who wishes to express her individuality,” says Rashmi. “The range is produced in India, and a great deal of love goes into each garment. Fine handwork and embellishment is lavished on each article of clothing – nothing is mass-produced. You will find around 200 designs in our collection at any one time, and only a handful of each design will make it into our boutiques,” she explains.
“Because the modern woman has to fill a myriad role in her daily life, she needs a varied wardrobe that includes everything from casually chic outfits to semi-formal, formal and evening wear, says Rashmi. The designer believe that Pure Earth meets women’s needs by providing them with high-quality clothes that are stylish, comfortable and easy to maintain, which is why their loyal customers return time and time again.
Rashmi feels strongly about keeping the range of products as natural as possible, and are committed to keeping alive the traditional crafts and dyes used in India and Singapore.
Pure Earth’s collection ranges from cool cotton tops in cheerful veg-dyed prints for tropical daywear, to stunning, superbly crafted dresses in sophisticated silks for the soiree with selected accessories to match. Wearability and comfort are Pure Earth’s forte. The natural fabrics used are lightweight material that lets the wearer feel comfortable and elegant. The breathable garments enable mobility and flexibility in the busy and dynamic lifestyles of today’s women. Almost all Pure Earth collections are hand-crafted in-house in limited numbers to maintain exclusivity.
A complete range of Pure Earth designs is available at its first store in India at S-34 Mantri Square in Bangalore in small (34) to plus sizes (52).