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Two for joy

Britishers Reem Archibald and Jo Butler Dwyer were out shopping in a mela when they hit upon an idea — why not introduce Indian design aesthetics...

Two British designers are weaving Indian patterns into western contemporary garments

Britishers Reem Archibald and Jo Butler Dwyer were out shopping in a mela when they hit upon an idea — why not introduce Indian design aesthetics into their western wardrobe? Thus,their shirts got a lovely spin with sari-border embroideries and their skirts and dresses mirrored Indian patterns. Compliments poured in,and before they knew it,so did requests for similar clothes. In September,Archibald and Dwyer set up their own label,called Khush,which stresses on fun.

“We wanted to create something nice,comfortable and colourful that we could wear,” says Archibald,43. She and Dwyer had moved to India in 2007 and bonded over Hindi classes at the British School. Both admit that designing was never part of the plan. “We didn’t sit down and say: Ok,let’s start a business,” smiles Archibald. Both have no training in desgning. But they’ve realised that the label,with its old-meets-new aesthetics works well even with the Indian clientele.

On offer are tunics with drawstrings,embroidered kaftans and printed shirts in silk and cotton. Initially,the duo worked on sketches and colour samples. They have started a children’s line as well,with dainty baby smocks with paisley patterns for six-month-olds to one-year-olds. There are Nehru shirts for boys from two to eight-year-old. “Many a time people approach us in the playground with a request to see the children’s clothes,” says Archibald. Another notable piece is the kaftan,quite popular abroad. “A friend from Australia bought a few kaftans and there were a lot of requests after that,” shares Dwyer,48.

Currently,they work on a small scale,sourcing fabrics from Lajpat Nagar,Nehru Place and Shankar Market and sending it to the tailors. In February,they nervously wrapped up their first sale at British High Commission,selling over 40 pieces. Next,they are stepping up by cranking out long dresses on demand.

The next sale is at Hotel Grand Hyatt on April 25. Contact reemus reemus55@gmail.com

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