THE FULL STORY

About Us

Years ago, I set out to create a collection of designs that felt timeless, classic, and functional. I draw my inspiration and strength from my motherland, India. Modeling each of my collections after a powerful figure or experience in my life. My modern design creations are defined by a blend of form and function, east and west, old and new.

A by Anubha

A by Anubha was founded by Fashion Designer Anubha Srivastav in 2012. Anubha is a fashion graduate from Symbiosis Institute of Design, Pune, India. Her diverse experiences in the field of fashion started from Donna Karan International, New York where she interned under the collection line. Reaching out to Ritu Beri Pvt Ltd, New Delhi where she worked as an Assistant Fashion Designer. A by Anubha showcased its 1st Autumn/Winter'12 collection in October 2012 at Hauz Khas village, a fashion Hub in New Delhi India. After receiving a wonderful welcoming response from the fashion critiques of New Delhi it ventured into the global market to deliver this sustainable and chic clothing line. The label showcased its Autumn/Winter'13 collection at the San Francisco Fashion Week 2013 after that the label has been showcasing at various other events. 'A by Anubha' is also a member of the esteemed fashion organization called SFFMA (San Francisco Fashion And Merchant Alliance).

Signature

The label's foundation rests completely on a new insight to the traditional Indian Bandh-Gala (mandarin collar) or commonly known as the Nehru Jacket, which was worn by the first prime minister of India, Shri Jawaharlal Nehru, during the pre-independence era. 'A by Anubha' tries to widen the scope of Bandh-Gala, consistently dominant as a male-outerwear garment, to a female collection line as well. Implementing these design details of the Nehru jacket, such as the mandarin collar, pocket-flaps, and fabric buttons with its sharp and crisp cuts to contemporary female/male clothing line to deliver a workwear wardrobe. Therefore, making it a perfect blend of old and new and East and West, which is the striving force of this label.

India's finest fabric

The design philosophy of 'A by Anubha' is to deliver one of India's finest fabrics 'khadi' in the purest and natural form. 'Khadi' is an integral part and emblem of India's Freedom struggle. The term khadi or Khaddar means cotton. It is a hand-spun, hand-woven, Eco-friendly fabric known for its distinct texture. Its yarns vary from cotton, silk, or wool, which are spun into threads on a spinning wheel called a 'charkha'. The best-known quality of khadi is its versatility, it keeps you cool in summers and warm in winters, 'Khadi' has gained a worldwide appreciation for its durable, long-lasting, and natural quality.

Process

 The weaving of khadi is preceded by the spinning of the thread on the wheel after which it goes to the bobbin winder, sizes, and finally the weaver. It is a beautiful process, right from spinning the yarns to its weaving into an alluring lightweight, soft yet durable fabric. Most of the fabrics are yarn-dyed using vegetable dyes, giving it a striking, bright look. While spinning is organized by the Khadi board, the weaver at his home in an individual capacity who does the weaving. Artisan women in the villages mostly do spinning, while men dominate weaving.

Image by Ethan Bodnar

The Movement

Khadi is not just a cloth, it is a whole movement started by Mahatma Gandhi (Mohandas Karamchand Gandhi), Khadi movement aimed at boycotting foreign goods and promoting Indian goods. Thereby improving India's economy. Mahatma Gandhi began promoting the spinning of Khadi for rural self-employment and self-reliance. Even today Khadi is produced in the villages of India by the rural artisans, Khadi Village Industries is one of the oldest Indian government organizations created to provide employment to the artisans and craftsmen of Indian villages.