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.
Photos courtesy of OWL Fashions <strong>RAINE</strong> <strong>MAGAZINE</strong> - VOLUME <strong>20</strong> 97