Erode Clothing stands out in that its principle driving force is embracing imperfection. It allows for space to appreciate beauty within flaws, learn from mistakes, and foster personal growth by encouraging authenticity, resilience, and a more compassionate look towards everything around us. The brand is proud of slight variations in texture, colour and weave, since they showcase human touch and create a sense of individuality. We’re in conversation with Mayank Bhutra, the founder of Erode Clothing, to learn more about ethical sourcing, circular economy models, and deliberate design.
From where did the inspiration for Erode Clothing come?
I was born in Rajasthan and brought up in Tamil Nadu, Erode. Eighteen years ago, when we moved to Erode, we stayed in a locality surrounded by powerlooms. The noise produced by the looms made it very difficult for me to sleep at night initially. But gradually, I became used to it, and the noise turned into a melody for me. However, after COVID, when I visited the locality, there was no melody of the loom. Despite the peaceful environment, I felt a lack of peace within me. Upon asking, I learned that everything had been shut down due to fluctuating prices of raw materials, difficulties in production, and low margins. They had to quit and sell their looms. My beautiful weavers are my inspiration. The melody of the loom is my inspiration.
You say that embracing imperfection is an important ideal for your brand. Could you elaborate on that?
While researching and discussing with weavers, I understood that one of the main reasons handloom was boycotted was due to imperfections in weaving and textures. How can we expect perfection from an artist? Isn't it beautiful to have one particular garment made only for you? Aren't artists allowed to make mistakes? We have to question ourselves: are we perfect in all of our actions? As a result of all these deliberations, one step at a time is another idea of my foundation.
What kind of cultural erosion are you trying to prevent?
Erode, located in the southern part of India, is a city known for its history, traditions, and vibrant textile industry. The fabric produced in Erode holds a special place in my heart as it represents the craftsmanship and skills of the weavers who have dedicated their lives to this art form.
However, like many traditional crafts in today’s world, the fabric and weavers of Erode face numerous challenges. The lack of structural support and recognition has led to a decline in demand, resulting in many weavers losing their jobs and abandoning their ancestral craft. Witnessing this erosion of culture and livelihoods, I felt a deep sense of responsibility to bring attention to the beauty and significance of Erode’s fabric and to contribute to the preservation of this cultural legacy.
What is Jamakkalam and why is it so important to your brand?
Jamakkalam is a traditional art form from Tamil Nadu, India, known for its vibrant-coloured carpets. These carpets are intricately woven using a handloom, showcasing a mesmerising array of hues. The weavers skilfully interlace cotton or silk threads, creating beautiful patterns and designs. Each Jamakkalam carpet is a testament to the weaver’s craftsmanship and attention to detail. With their vivid colours, these carpets add a touch of vibrancy and elegance to any space.
Whether used as floor coverings or wall hangings, Jamakkalam carpets are treasured for their artistic beauty and cultural significance. Right from childhood, I have grown up watching Jamakkalam being weaved. We would use it as a carpet for any special occasion. Yet, despite being so bright in colours, Jamakkalam weavers have no bright future. Through the journey of Erode, we will try to preserve these fabrics, and the weavers who have dedicate their lives to them.
How does Jimi Hendrix tie into the message that you’re trying to spread, and how does it influence your fashion?
Jimi Hendrix was a trailblazer, not only in music but also in fashion. His fearless fashion sense broke boundaries and set new standards for self-expression. Hendrix challenged conventional norms and embraced individuality. Hendrix’s fashion legacy is a testament to the power of personal style as a form of artistic expression, reminding us to embrace our inner creativity and fearlessly push the boundaries of fashion. Jimi Hendrix holds a special place in my heart. He was always ahead of his time, which is why he influences our brand so strongly.
Lastly, what do you have planned for the future?
I feel like people haven't explored Tamil Nadu for its fashion yet. Through Erode, we'll try to bring in stories and crafts of Tamil Nadu to the forefront. Erode is a journey through which I'd like to explore all the indigenous crafts and through this journey, I'll try to identify as many crafts as possible and try to preserve them.
Words Neeraja Srinivasan
Date 20-07-2023