Thursday, September 10, 2009

Wendell Rodricks KFW II, Day 1.
Time: 9:00pm at MSA / (Pala)

Designer Wendell Rodricks

Wendell Rodricks
began his career in fashion after a successful tenure in hotel management. Trained in Los Angeles and Paris, he returned to India in 1988. After a brief span of two years, designing and styling for reputed companies such as Garden Vareli, cosmetic giant Lakme and diamond corporate De Beers, Wendell Rodricks established his own label in 1990. The Wendell Rodricks signature style is unique in India, blending ancient Indian geometry with a relaxed Goan attitude. Using natural Indian fabrics, cut in a linear line, the silhouette is sheer, layered, draped and fluid. Emphasis is on concrete themes, experimental colour combinations, exotic fibre weaves, structural simplicity based on geometric Indian shapes and hand-painted details. The garments are worn by a growing clientele from all walks of life who share a similar minimal, spiritual aesthetic.

- The Earth Goddess
Wendell Rodricks brings to Kolkata the essence of eco clothes that he pioneered in India since 1991. Seven years ago an NGO began working with the tribals who lived on the foothills of the Amboli Ghats bordering Goa, Karnataka and Maharashtra. Using the forest tress for firewood, the tribals unconsciously deforested the area. The animals vanished with the greenery. The wood smoke resulted in eye and asthmatic problems for the tribals. To halt the destruction, the NGO began to distribute free gas for cooking and encouraged the villagers to plant saplings that could be harvested for natural dyes. One third of the leaves and bark of the shrubs and trees are harvested thrice a year to create natural dyes. After a seven year effort, we are ecstatic at the results. The tribals have no eye or breathing
problems. The forest is back. As are the wild animals who returned to the foliage cover.

The dyes vats that are normally toxic (for synthetic dyes) are fertiliser rich and help regenerate the soil at our field near the dyeing unit. Farmers who were earlier skeptical at the vat contents with its coloured mix now request the slush for their fields. Some 34 villages are in queue to request the same dyeing programme for their villages. By wearing these clothes you are helping realise the dreams of the simple tribals and providing them with a livelihood. Towards this end the garments are priced at an affordable range. The designer cotton garments retail at under 1,700 rupees.

In the collection using coarse handspun cotton, viscose jersey and silk, garments are treated to the colours of nature Guava leaf, pomegranate, rice konji, local plants and indigo create a palette that is one with Mother Nature. The dyes are machine washable, UV light resistant and anti bacterial. All these qualities result in clothes that feel completely natural on the skin. Using referrals of old Indian garment shapes, a Goan resort flavour and his signature minimalist style, India's Guru of Minimalism creates styles and silhouettes that worship the Earth Goddess. In subdued hues of olive, dark green ,pale grey, dusty earth, khaki and chalk white, the collection will be available at Westside stores nationwide in select outlets from end September.

Become a part of this Eco Goa Collection and help become a part of the new revolution to restore the earth to its natural glory as a tribute to the Earth Goddess.

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