In a conversation, the co-founders and co-owners of earthy_weaves, divulges the secrets behind the brand’s unique aesthetics
Co-founders and Co-owners
earthy_weaves
Photograph: Tanvir Khan
earthy_weaves has already created a buzz with its wide range of stylish, comfortable designs. What inspired the brand’s unique aesthetics?
Comfort and mindfulness. These two are earthy’s core beliefs. Style is something subjective; we make sure comfort is our primary consideration. Thankfully, every design we have produced, including the choice of fabric and colour, has had an overwhelming response from the clients. It has imparted confidence in our ability and given us faith that the customers will love our upcoming collections.
What segment of the market does earthy_weaves cater to?
It is hard to isolate a particular segment that we target. But what we have seen so far is that the age group varies from teenagers to professioals and artists. Our customers seem to share a common trait – comfort and style. And we have seen the customers who gravitate towards us seem to be independent and excellent at maintaining a work-life balance. As women are becoming more career-oriented, we feel quite confident about our growth in terms of market share and revenue generation in the coming years.
Kaftans came out of nowhere and took the Bangladeshi market by storm. Why do you believe the attire has become so popular in such a short period?
I think it was always there; it’s just that women’s role in our society has evolved to a point where they are candid about their choices. Modern women prefer comfort wrapped in aesthetic beauty, and earthy is dedicated to delivering exactly that. Subsequently, I think the kaftan’s popularity blew up during the lockdowns when everyone had to work from home. Women leaned towards wearing something comfortable and functional during the period, and kaftans became the automatic choice.
IT HAS IMPARTED CONFIDENCE IN OUR ABILITY AND GIVEN US THE BELIEF THAT THE CUSTOMERS WILL LOVE OUR UPCOMING COLLECTIONS.
How challenging was it to commence a business in the midst of a pandemic? How did it influence your business model?
The pandemic has taken a toll on our physical and psychological well-being; it has also brought on severe financial stress. At the same time, it has allowed us some time to reflect on ourselves and inspired us to embark on new journeys. For me, the pandemic pushed me to explore my passion and act upon it.
earthy IS ONLY FOCUSING ON STICKING TO ITS BRAND VALUES AND PRODUCING QUALITY AND COMFORTABLE CLOTHING. THE JOURNEY HAS ONLY BEGUN AND SHALL CONTINUE FOR YEARS TO COME
How do you envision the growth of your brand in the next five years?
It is too early to make any predictions. As of now, earthy is only focusing on sticking to its brand values and producing quality and comfortable clothing. The journey has only begun and shall continue for years to come. We believe the demand for kaftans will continue to rise even after the pandemic is well and truly over. Our fate as a brand will highly depend on how we cater to the demands of our consumers compared to our peers in the market.
For more information, please visit:
EarthyWeaves
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