Indian labels merge heritage crafts with streetwear

Indian fashion labels are revitalizing traditional crafts like Pattachitra and shibori by incorporating them into modern streetwear designs. This fusion is gaining popularity. Three labels, Kunsquad, Zero Tolerance, and Kardo, are leading this trend, blending heritage techniques with contemporary styles. They are collaborating with artisans and using materials like denim and khadi cotton to create unique pieces. These brands aim to honor Indian heritage while appealing to a modern audience. They are also focusing on sustainable practices and ethical production, reflecting a broader shift in the fashion industry.