RAINE MAGAZINE Volume 20 | Innovate

FASHION TO LIVE FOR
FINALLY...A FORWARD TAKE ON ECO-FASHION
By Michelle Winters
Rising Indian Designer, Sruthi is the young and inventive
talent behind OWL Fashions. Her Eco-Fashion brand is
proudly bending the rules. Recently, Sruthi debuted her
collection in Portland Fashion Week and enticed the audience
with light and luxurious looks which are made from the
most innovative origins. When asked about the concept
behind her collection and environmentally friendly brand, she
commented: “To use unadulterated inspiration sourced from
nature, to create and weave a guilt-free fabric of style, comfort,
expression, and to give back to the Ecosystem - even as we
take from it. OWL Fashions is a conscious effort and a real
solution to the fashion world seeking an intelligent, natural
expression to being stylish.”
Sruthi and her team have successfully invented ecofriendly
fabrics from various blends of more than 12 different
natural sources: banana, pineapple, beachwood, milkweed,
tapioca, aloe vera, and more. Some of her fun and versatile
textiles are also produced from recycled wastes and plastics,
making OWL Fashions one of the leading sustainable
manufacturers in India. When asked to expand on more detail
behind the composition of some of her fabrics, Sruthi responds,
“For example, now we eat banana fruit and we use banana leaf
but we neglect the stub. For getting fibers from banana, its
stub is used while saving this precious material from going into
a landfill. The same case happens with aloe vera too, we use
the pulp but we negelect the skin. So, using the skin actually
allows farmers to get extra income and also provides jobs to
people for separate fibre. So, it all adds value to the economy.”
In terms of her designs, Sruthi continues to broaden
her range of creativity. “ We use techniques for weaving and
embroidering of which are ancient and traditional and have
been followed by the artisans for ages. These techniques are a
preserved form of art. By doing this we are helping one of our
ancient techniques to be prevailed. Also, handmade painting
is used in our designs to portray the work of the artist while
honoring old and rich heritage - all the while showcasing their
work worldwide. This also includes handmade printing as
opposed to digital.
Our team is comprised of a majority of women who are handling
farming, weaving, and tailoring. They are our strength.” OWL
Fashions is offering an industry changing product with a social
cause, in which ten percent of profits are donated. The globe
awaits more exciting designs and perspectives on eco friendly
fabric from international designer, Sruthi and welcome her
growth in an industry seeking innovators like herself.