Kerala handloom goes international

THIRUVANANTHAPURAM, Dec 20: With the aim of elevating Kerala handloom to a global brand, a first of its kind clothing line crafted entirely from handloom and specialising in ethnic wear for women will be launched here tomorrow.
Hornbill, the new brand, is an outcome of the much-acclaimed joint venture ‘Operation Phoenix’ between The People’s Company, a social entrepreneurship based start-up in Thiruvanathapuram and the Kerala government, as part of an agenda to revive the state’s ailing handloom sector where more than 50,000 traditional weavers are struggling to survive.
Mr P H Kurien, Principal Secretary, Industries and IT, will launch Hornbill’s first limited edition collection at Czarina designer boutique opposite General Hospital, Thiruvananthapuram at 1100 hrs tomorrow.
‘Hornbill’s first limited edition is represented by 20 exquisite designs by leading designers. Initially comprising 60 garments, the clothing line is defined by intricate hand embroideries and blocks, to glistening bead works, and tailored to perfection,’ said Ashik Salim, CEO, People’s Company.
A startup firm focusing on social innovation, The People’s Company is the brainchild of six young people – all graduates from the College of Engineering, Thiruvananthapuram (CET). Hornbill brings the fabrics woven from the highest quality silk and cotton from the looms of Mayyil in Kannur and Balaramapuram in Thiruvananthapuram.  The collection also features cotton silk, a fabric developed on a market scale for the first time by Kerala Handlooms.
“The government has high hopes for the brand. This limited edition exclusive handloom collection would be top notch both in its make and quality,” said Mr Kurien.
As part of the Operation Phoenix, The People’s Company will integrate all weavers’ societies into a single production system and create linkage between new generation fashion designers passing out of national institutes, and traditional weavers, with the larger goal of breathing fresh life into the industry. According to the plan, all products will be commissioned as per approved designs and market viability. Besides redoing and renovating the showrooms, the programme will also try to expand the market for handloom products. A key element of the project is to create a platform to connect the existing infrastructure and industry with the vast number of new generation fashion designing and arts graduates who are also looking for jobs. (AGENCIES)

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