Grassroot by Anita Dongre has a new address in New York
Just in time for summer
You don’t have to be a card-carrying member of an eco-conscious club to fall for Grassroot by Anita Dongre, the designer’s sustainable fashion label. Her earthy tones and breezy aesthetic soon made it a favourite among A-listers, including Kareena Kapoor Khan and Aditi Rao Hydari, and the two-year-old brand now has another laurel to boast of: Grassroot by Anita Dongre has opened its doors in Lower Manhattan.
The 1500 square feet space, located in one of SoHo’s historic 1890 Romanesque Revival masonry buildings, offers up panels after panels of chikankari and handwoven chanderi creations bathed in the crisp New York sunlight. Ask Anita what inspired her to take on the Big Apple, and she admits that it was the need to take the conversation on sustainable fashion further. “Every piece of fabric woven, block printed or embroidered is done by a group of artisans who give it the time and attention it deserves,” she says. For the uninitiated, the label prides itself on working closely with independent artisans and NGOs across India to empower artisans with fair wages and revive dying weaving techniques.