SOME WORDS ABOUT US
Well-coordinated teamwork speaks About Us
About Us
Hulasi is a slow and ethical fashion label driven by the love for craft and culture. Hulasi translates to an ‘upbeat person’ in Hindi language; a person who is full of hope and cheer even in unprecedented times.
Process
We use natural fibres that are woven into breathable textiles and refrain from using any synthetic fabrics that act like slow poison for the environment. Our fabrics are skin-friendly and eco-conscious made with time honoured craft techniques like natural dyeing, hand block printing and more. Each garment is mindfully handcrafted with thoughtful details for the modern day, conscious consumer.
People
We strive to elevate the craft communities across rural India by promoting their artisanal skill and catering to the contemporary world. Your support will help the development of local communities whilst preserving a rich part of our cultural heritage.
With love,
Khushboo Jain.
Frequently Asked Questions
How did Hulasi come to be? What inspired the brand's creation?
Hulasi, is a slow and ethical fashion label, emerged as a result of personal values, environmental consciousness and a strong desire to make a positive impact in the world. Initially, my plan was to pursue further studies abroad. However, after I graduated during the lockdown, and the world took a pause, I had the time to reflect on my decisions. I delved deeper into research about climate change and the impact of fast fashion on the world. It awakened a deep sense of responsibility within me, knowing the fragility of the planet, and how it would affect marginalised people the most.
I recognised rich craft traditions present across rural India and was motivated to provide a platform for artisans to showcase their skills to the contemporary world. I aspire to celebrate the cultural diversity and craftsmanship that has been passed down through generations.
The use of traditional handicrafts made by skilled artisans supports sustainable growth by preserving cultural heritage, promoting economic empowerment, conserving the environment, and valuing quality and artistry. Indian crafts play a vital role in creating a more sustainable and culturally rich future.
The decision to name the brand after my great grandma, a strong inspirational matriarch, is for the profound respect and admiration I hold for her. Hulasi which translates to an upbeat person in Hindi, embodies the spirit of hope and cheer even in unprecedented times. Her legacy, resilience and positive spirit became the catalyst for my own journey of creating a brand that reflects those same values.
What does "slow fashion" mean to Hulasi, and how does it influence the brand's design process?
“Slow fashion” has various interpretations, but for me, it revolves around the process of traditional crafts and the invaluable knowledge they hold. No more than 150 years ago, all the clothes that were ever made, were handcrafted using natural materials. The Industrial Revolution had a significant impact on the clothing industry. The introduction of mass production and mechanised processes led to a shift away from handmade, locally sourced garments towards factory produced textiles. Traditional sustainable practices like hand-weaving, natural dyeing were often replaced by faster, cheaper and less sustainable methods. This resulted in increased resource consumption, a disposable fashion culture and environmental degradation.
I believe that the only way to reverse this is by prioritising the use of natural fibres, organic textiles and natural dye sources. Restoring the power of artisans by eliminating new modern technology is the ultimate narration of our brand. Our vision is to provide employment to local artisans and lessen the use of industrial machines that swallows up the opportunities of all workers. I seek to create a brand that values our people, the planet and long lasting style over fleeting trends.
That to me is slow, but beautiful.
Can you explain Hulasi' commitment to ethical fashion and its impact on the production of garments?
Our goal is to be true to the creators, by acknowledging and honouring the artisans—the true backbone of the fashion industry. We are striving to build a transparent supply chain which reconnects the maker of the fabric, the maker of the garment, and, finally, the consumer. Every actor in this seemingly shorter supply chain is connected visibly, and this adds to the garment a story and a feeling that is not possible to ‘buy’ in a regular store. When we value and remunerate the artisans appropriately, their craftsmanship flourishes. which is why we directly purchase our fabrics from the artisans. This approach eliminates the involvement of mediators or middlemen, enabling the artisans to avoid any financial losses.
In line with our fabric procurement process, we have implemented a make-to-order production system in our workshop in Mumbai. This means that we produce our items only when an order is placed, minimising fabric waste and dead stock.
Could you highlight some of the sustainable materials used by Hulasi in its clothing line?
Sustainable fashion is no longer an alternative, but a necessity. Our commitment to the environment is reflected in all our products, which are completely biodegradable. In fact, we go the extra mile by using wooden buttons, ensuring that even the smallest details of our designs do not contribute to any environmental issues. We are proud to say that we steer clear of using synthetic fibres like polyester and nylon, as they do not decompose and leave a permanent trail in the environment acting like slow poison..
Our skilled artisans take great care in dyeing our products using azo free, natural dyes derived from locally available plants on kora cotton, a type of unbleached cotton. These fabrics and colours are free from any harmful chemicals and are 100% organic. We believe that these textiles are not only beneficial for the environment but also for the skin, as it allows it to breathe and provides a truly organic essence to our brand, Hulasi.
How does Hulasi engage with local artisans and craftsmen to support traditional skills and promote fair trade practices?
People are at the centre of our approach to sustainability. We strive to elevate the indigenous people by promoting their traditional handicraft techniques that are in danger of dying. We create a personal relation by visiting these artisans in remote villages of India to procure our fabrics, eliminating any exploitation through middlemen.
What are some unique design elements or signature styles that define Hulasi’s fashion aesthetic?
We create modest, sustainable style of clothing to evoke a sense of joy, hope and a feeling of escapism. We use the traditional craft forms to create new designs to cope up with the contemporary world.
Does Hulasi offer any customization options for customers who want a more personalised touch in their clothing?
Yes, we are happy to offer customisation since everything is made to order. Customisation fosters repeat wearing by providing a personalised fit and emotional attachment. When people actively participate in creating garments tailored to their preferences, they are more likely to value those pieces.
What is Hulasi’s approach to size inclusivity and diversity in its clothing offerings?
We offer sizes ranging from XS - 5XL at the same price. We have had an inclusive approach since the very beginning.