Tulsi Ushering Confluence Of Modernity And Tradition In Fashion
Fashion is a dynamic sector but when it holds on to the culture and tradition it becomes classic and more embraced by people. India has always been the land of many fabrics & handicraft designs, and Tulsi is the brand that is efficiently utilising the same and serving it to their customers. Sakshi Kumar, Creative Head at Tulsi pointed out the objective, growth graph and vision for the new year with BW Businessworld.
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How do you see Tulsi standing out as a brand in the industry?
An aesthetic confluence of traditional textiles and modern designs best defines the clothing label – Tulsi. Tulsi stands out due to its unique, artisanal quality, personalized touch, and emphasis on craftsmanship. For over 30 years, the brand has given some of the most trendsetting, quality garments. The range of clothing captures the essence of once-revered handwoven textiles and crafts like Kantha, Shiboris, Khadi, Jamdani, and Ikat, which had lost their lustre to the dazzling onset of fast fashion over the years.
From ergonomic design and cuts to the use of natural materials, the brand featuring classic clothing items like shirts, dresses, kurtas, and jackets brings forth a modern twist to contemporary art and design, all the while keeping in mind its commitment to sustainable production.
We offer one-of-a-kind products that showcase authentic stories behind our creations and prioritize quality over mass production. Our individuality and dedication to craftsmanship often resonate with consumers seeking distinctive, high-quality items.
Quality control and a focus on sustainable, ethically sourced materials further elevate their distinctiveness and appeal to consumers seeking unique, high-quality fashion pieces.
How do you see the ‘ability to change with the trend’ is important in the fashion industry to sustain?
With the changing trends, the brand shifted to bringing together modern colour palettes and traditional and modern techniques, a rich union that has brought forth the finest range of garments that are as easy and comfortable to wear as they're classic and stylish. From chic and elegant women's wear to an exquisite range of accessories, home decor and kids' wear, the brand has carved a niche in the Indian and international fashion & and lifestyle arena.
What are your plans and visions to expand Tulsi in 2024?
In the coming year, we look at embracing sustainability as a core value, implementing innovative tech-driven solutions for a more personalized shopping experience, fostering inclusivity and diversity in our designs and brand messaging, and exploring new materials and production techniques to reduce environmental impact.
Emphasizing exclusivity through limited collections or bespoke creations while integrating eco-friendly practices like utilizing ethically sourced materials and implementing innovative, low-impact production methods. Striving for design innovation while maintaining a commitment to timeless elegance and exceptional craftsmanship would be our main focus in the high-end fashion landscape.
What one thing do you want to suggest aspired to be a designer?
I think it's essential for every designer/brand to understand their style, strength, and sensibility. One shouldn't follow or try to be a brand they do not resonate with. Brands or individuals with a distinct style tend to have a recognizable and consistent visual language, whether it's through specific colour palettes, unconventional silhouettes, cultural influences, or a fusion of different design elements. This individuality allows them to carve out a niche and create a strong identity within the fashion landscape.
