“It was our unabashed love and admiration for timeless designs, Indian textiles, and the wisdom gleaned from traditional Indian craft knowledge that led us to create ‘Lafaani,’ incorporating the tenets of the slow clothing philosophy into the very essence of our garments,” says Drishti Modi who co-founded this conscious apparel label with Rashmick Bose during the 2020 COVID Lockdown. Lafaani epitomises minimal yet intricately designed attire. It blurs the demarcation between conventional men’s and women’s clothing through its meticulously sculpted silhouettes that bring a unique twist to classic forms. The brand offers trans-seasonal designs with smart details, including pockets, and a dedicated focus on adaptable elements like drawstrings.
Deep-rooted in holistic sustainability, Lafaani melds cultural preservation with environmental, social, and economic mindfulness. The foundation of this philosophy? A resolute commitment to “design for longevity,” a refreshing departure from fleeting fashion trends. The brand steps beyond the confined of time and transience, offering a revival of the ancient ethos that treasures waste as a wellspring of potential. It’s a reminder that while sustainability might be a contemporary term, it’s rooted in ancient wisdom.
Since its inception, Lafaani has faced various challenges as an emerging brand. These include sourcing suppliers well-versed in sustainable fashion, attuned to speed, volume, and quality demands. “A major hurdle is the prevalence of greenwashing, where misleading sustainability claims misguide consumers. Another obstacle is the limited number of trans-seasonal collections we can offer each year, potentially affecting customer engagement. Global recognition of traditional Indian fiber crops’ value and indigenous landraces could bolster international growth, hindered by lack of knowledge and certifications,” explains Modi, an Environmental Studies and Resources Management from Teri SAS, with a formal Business For Fashion certification from NIFT, Delhi.
Defining success as a sustainable brand, Modi asserts, “Our success isn’t solely financial; it’s about catalysing positive industry change. It’s crafting appealing attire with eco-conscious materials and methods, reducing waste, and championing fair labour across our supply chain. Success means fostering transparency, engaging our community in sustainability dialogues, and promoting responsible consumption. Our goal is leaving a lasting positive legacy, inspiring industry-wide transformation, all while prioritizing the planet’s and people’s well-being.”
Lafaani’s robust social media presence facilitates global connections, cultivating meaningful relationships via storytelling, workshops, events, and collaborations with small enterprises. The Lafaani team envisions a community of passionate consumers, creators, and partners, united in the journey to redefine fashion’s role for good, ushering everyone toward positive change.
What does currentMood Mag adore most about Lafaani? Those thoughtful repair kits – a smart way to make your fashion last longer!