Every so often you come across a brand with a truly heart-warming story. For me, Folklores was that brand. Originally started out as a brick-and-mortar store in Delhi, during the lockdown it has evolved into a digital-first brand as maintaining a store became difficult. But the charm, as regular customers will attest, is in the personalised approach to shopping - whether it's online or offline. A family business in the truest sense of the term, Folklores is run by Gargi & Mudit, and as Gargi herself called her mum, 'lady boss' Sunita. And it's a careful curation of handlooms from across the country, with a collaborative network of over 5,000 artisans and a nod to contemporary styles that makes the brand appealing to someone like me, who is looking for comfortable daily wear for work or home.
Browsing through their range, I spotted largely cotton clothing that is perfect for our Indian summers and a smaller but equally carefully selected range of silks. All the fabrics used in their collections are made by karigars and artisans from around the country, by hand in forms that have been passed down generation to generation - think Madhubani, Warli, Kantha, Gond art and more. Besides the range of clothes, they also have comfortable ethnic footwear and what I absolutely love about this, is that they are designed and made from what would be considered 'waste material' - fabrics and materials that would usually be cast away are made into footwear meant for broader feet to match with Indian wear. Bonus: It's also cruelty-free! And for all you accessory lovers, you'll love their range of traditional silver tribal jewellery too - both modern and traditional styles are available.
What I found admirable is that they retained their total workforce even through this tough phase. Plus, as community building, they are also hosting workshops on their Instagram handle directly from the artisans home and if you're an art lover and want to know more about how the art forms are practised, this is a great way of connecting with the community.
Price: Expect to shell out INR 990 to 1,000 for tops and casual wear and up to 2,000 for kurtis. Shoes range from INR 1,500 to INR 1,800.
If you're looking for something special and don't mind spending on handlooms, they also have those from their rare collection of sarees that can set you back up to 10 lakh.