A celebration of mindful consumption and thoughtful dressing, FLOW is crafted with sustainable fabrics such as Malkha, Kala Cotton and Linen, specially woven by craft clusters in India. Each handloom technique explores varied communities of makers and supports a continued livelihood by upholding traditional knowledge and using locally sourced raw materials. The processes used to develop these textiles are energy efficient and environmentally friendly. Handcrafted with care without being under industrial durress lends the garments a beautiful, soft texture that keeps its shape after repeated wearing.
Each piece is versatile enough to be paired with one’s own wardrobe favorites. FLOW speaks directly to a growing market of conscious consumers looking to shop from eclsuive collections designed specifically for the Indian body type, at thoughtful price points. The all-new line features modern, minimal silhouettes including classic trousers, tailored blouses and shirts, structured dresses and wrap jumpsuits.
Speaking about the inspiration behind creating FLOW, Creative Director Deepshikha Khanna adds “Our post-pandemic reality has instilled in us to pause and introspect, make conscious choices – people are now looking for clothes that last longer and can withstand the creative transition between work and play and make one feel confident and comfortable as we move through the day. FLOW is India proud and designed for the global Indian woman, keeping in mind her changing body type, her lifestyle, her worldview and her refined aesthetic. It was created to embody all of this and much more.”
MEET THE FLOW SUIT
A wardrobe staple and the star of the collection, The FLOW Suit is reimagined in beautiful handloom fabrics and a relaxed silhouette that supports individuality and thoughtful dressing. Built with easy cuts and breathable fabric, the range of suits are designed to seamlessly transition one from day to night, with utmost comfort. FLOW is presented in a complementary palette of dove-grey sufa, hand-dyed indigo blue, neutral grey, black, khaki and earth tones, and offset with the classic Good Earth mogra white. Designer Deepshikha Khanna’s love of geometry and earthy tones emblematic of mid-century modern design can be seen in the instantly recognizable stripes - details that add length, movement and quintessential ‘flow’ to the apparel when worn.
Speaking on the launch, Founder & Creative Director, Anita Lal says, “Sustainability happens when everything is in harmony. You sustain cultures, you sustain livelihoods, you sustain traditions, you sustain the planet – the word “sustain” goes with many things. Like everything at Good Earth, FLOW is a celebration of India and its makers. It highlights sustainability and celebrates a modern, mindful definition of luxury that is now synonymous with us – of things that are well-constructed, natural and made with love.”
Date 01-07-2021