Discovering a new store that suits your wardrobe needs perfectly is sheer bliss. Er… sounds a bit like Shopaholic Rebecca Bloomwood… but so very true. So when t2 chanced upon this five-year-old store called Earthwear tucked away in a New Alipore neighbourhood, our immediate thoughts were how effortlessly we could boost our daywear and workwear wardrobe. 

Earthwear is a label dedicated to handlooms and handicrafts across India. So you’ll find kantha of Bengal, Sanganer and Bagru from Rajasthan, Kalamkari work and Mangalgiri weave of Andhra Pradesh, ikat of Odisha, Chanderi and Maheshwari from Madhya Pradesh.... The silhouettes are modern Indian — kurtas, shirts, tops, skirts, jackets, churidars, palazzos, stoles and dupattas. There are saris as well, in silks and cotton-silk blends. The workwear in cottons range from Rs 799 to Rs 1,499 and eveningwear comprising silks ranges from Rs 1,999 
to Rs 3,499.

“Our aim at Earthwear is to enable rural artisans to develop a sustainable livelihood throughout the year by imparting modern designs, enhancing their skills and developing an ongoing and regular commercial market for their crafts, which will benefit both the artisans and the brand,” said the lady behind the brand, Vineeta G. Gupta, a qualified chartered accountant. 

Apart from the New Alipore store (592, Block O), there are two other Earthwear stores — in Quest mall and Avani Riverside Mall. An online store was launched this month — www.earthwear.in — where you can buy the collection using PayTM, COD and credit cards.