In this conversation with Lavin Lekhraj, the brainchild behind Cottonworld, we delve into the fascinating journey of a South Mumbai native who transformed a family practice into a renowned brand. From his formative years immersed in the spirited culture of South Mumbai to his early fascination with clothing as a means of self-expression, Lavin's passion for fashion, comfort, and quality laid the foundation for the inception of Cottonworld. Through this interview, we explore the brand's commitment to redefining comfort and style, its dedication to using natural fabrics, and its ongoing efforts towards sustainability, all while maintaining a core ethos of simplicity and comfort. Excerpts from our conversation below.
Can you tell us a little about your beginnings?
I've always been a South Mumbai kid, born into a family involved in the export clothing business. My formative years were shaped by the bustling streets and vibrant culture of this area. From a young age, I developed a passion for understanding how clothing could be a powerful means of self-expression and comfort. I was drawn to the art of design and the way even the smallest details in clothing could make a significant difference in how people feel and present themselves. My aspirations back then were centred around exploring the intersection of fashion, comfort, and quality. I wanted to contribute to the clothing world by creating pieces that looked good and made people feel great. This early fascination with clothing and attention to detail ultimately laid the foundation for my journey in the world of fashion and led to the inception of our brand.
When and how did your romance with fashion begin?
Along with the other directors at Cottonworld, our journey began with a simple quest: we had always searched for something truly comfortable in fashion. I couldn't help but notice a glaring gap in the market for comfortable premium clothing that exudes simplicity and elegance. This unfulfilled need ignited our passion for creating a brand that redefines comfort and style. We wanted to offer people the chance to enjoy modern yet uncomplicated clothing that makes them feel at ease in their own skin. That's why we started this brand, and it continues to be our guiding principle.
Could you tell us a little about the early years of starting Cottonworld and how the label came to be? What lies at its core?
In the early days of Cottonworld, we began as an export house. And one fine day, we decided to sell the surplus shirts. To our surprise and delight, those shirts flew off the shelves within hours. It quickly became evident that people were not just buying our products; they were falling in love with the quality and comfort we offered. This overwhelming response served as a powerful encouragement to us. It made us realise that we had tapped into something special. That's when the idea to start our own brand took root. At its core, Cottonworld is all about quality, comfort, and authenticity. We are dedicated to providing clothing that feels like a second skin, crafted from all-natural materials, and designed with simplicity. Our journey began with the belief that everyone deserves to experience comfort without compromising on style, and that belief continues to drive us forward today.
What inspired the theme of "Be Comfortable with Uncomfortable" for the latest brand film, and how does it align with Cottonworld's brand meaning?
Comfort and nature have always been an integral part of our DNA at Cottonworld. We had a clear vision from the beginning–to create clothing exclusively from natural fibres. So, when it came to the theme of 'Be Comfortable with Uncomfortable' for our latest brand film, it was a natural progression. We wanted to underscore the idea that stepping out of one's comfort zone, while often uncomfortable, can lead to remarkable growth and experiences. This theme aligns seamlessly with Cottonworld's brand meaning because it reflects our commitment to comfort while embracing the unconventional. Our brand film encourages viewers to explore the uncharted territory of comfort, just as we have in our journey, using only natural fibres. It's a reminder that you can find your comfort zone even in unfamiliar situations.
Can you tell us more about Cottonworld's commitment to using natural fabrics like cotton, linen, modal, and bamboo? How does this commitment tie into the brand's ethos?
From the beginning, our commitment at Cottonworld has been crystal clear: we exclusively use natural fibres like cotton, linen, modal, and bamboo. It's not just a choice; it's a pledge to keep comfort as an integral part of our DNA and to offer the highest quality.
In what ways does Cottonworld plan to reduce its environmental impact in its daily business activities, and how does this contribute to sustainable growth and societal betterment?
At Cottonworld, our commitment to reducing our environmental impact is evident in our daily operations. We try & to source fabrics from traceable links, adhere to global standards in our supply chain, and engage in social responsibility initiatives like plantation drives and support to Indian farmers. All our packaging is made using recycled materials. Even our clothing tag is made from elephant and rhino poop. We've also pledged to become as sustainable as possible by 2030 & hope we can make a small difference in the lives of people who buy our products & the people who make them.
How has the label evolved over the years?
Over the years, our label has evolved by embracing quality craftsmanship and a commitment to using only natural fibres. We've expanded our offerings to include an extensive range of modern essential classics for both men and women and 100% premium linen garments. We've transitioned to making our products in small batches, minimising wastage, and ensuring that each piece is carefully crafted. This approach allows us to create enduring pieces that our customers can cherish for years and aligns with our dedication to natural fibres and sustainable practices.
What does the future hold for Cottonworld in terms of expanding its product range or reaching a broader audience while maintaining its core values of simplicity and comfort?
The future for Cottonworld is an exciting journey that aligns with our core values of simplicity and comfort while expanding our horizons. We are committed to continually innovating and diversifying our product range to cater to a broader audience. This includes exploring new avenues such as sustainable activewear, loungewear, and accessories embodying our comfort and style philosophy. In addition to expanding our product offerings, we aim to reach a wider audience through physical and digital channels. We focus on providing quality, sustainable, and comfortable clothing to individuals who appreciate timeless fashion and ethical choices. While we evolve and grow, our unwavering dedication to simplicity and comfort will remain at the heart of everything we do. We believe everyone deserves clothing that looks good and feels great, and we will continue to champion these values as we shape the future of Cottonworld.
Words Hansika Lohani
Date 21.09.2023