The Shop will unveil its new apparel collection at its MalMal Mela 2019, just in time for summer at Amethyst in Royapettah. Soft voile, elegant chanderi and timeless cotton are the star fabrics used in its tunics, dresses and kurtas this season. The collection features two motif themes: floral and bagh. The floral theme showcases vintage prints on luxurious chanderi, and the bagh theme is inspired by traditional ‘phulkari’ designs from the Punjab on light voile and soft mul. Elegant, romantic and deeply comfortable, the new collection has the familiar vibe that has made the brand a beloved choice among the fashion-savvy.
The Shop products are made with care using natural resources and intend to give back to the environment. They save 80% water, 60% energy and 50% chemicals than any mass produced product today. They use Natural gas for the steaming process and sun-dry every meter of the fabric produced. This not only gives the vibrant colours to the prints but also is an eco-friendly process. No product from The Shop has any plastic.
A large part of their design process is concentrated on zero waste design and fashion. They don’t waste a single piece of fabric at The Shop and upcycle and recycle everything. Up Cycling involves using pre-existing clothing, accessories or other items and restructuring them into new merchandise.
The Shop boutiques are located in Delhi, Mumbai, Noida, Bangalore, Coonoor and Kolkata, and they take their collections to Frankfurt and Paris several times a year.
They will be showcasing their latest range at The Folly in Amethyst.
Location: The Folly, Amethyst, Whites Road, Royapettah
Date and time: April 12 and 13, 10 am to 8 pm