New Delhi, India: Combining good design with sustainable practices, YUMI, a fashion brand enters into the niche of luxury retail, reimagining Indian artisanal textiles in a modern mould. Rooted in the ethos of conscious design intervention YUMI not just creates exquisite fashion for women, the brand also mindfully crafts each piece, using natural fibres and dyes. Drawing on India’s evolved and diverse craft heritage, the brand empowers artisans across multiple traditions. Creating stylish silhouettes from hand woven and organic textiles made from rose, aloe vera and lotus, YUMI designs many master crafts including hand block printing, Ajrakh in vegetable dyes, handwoven Jamdani, linens and natural-dyed Shibori.
At its core, YUMI is a movement to safeguard India’s artisanal traditions while making them relevant for a global audience. Every collection is developed through close collaborations with rural craft communities across Jammu, Kashmir, Jaipur, Udaipur, Bihar, West Bengal, Orissa, and Andhra Pradesh. These design led collaborations refine age old techniques and facilitate sustainable livelihoods, particularly for rural women and artisans.
“YUMI is an ode to the custodians and practitioners of Indian textiles. We seek to create contemporary markets for these crafts with the intention of sustaining the art forms. It is also our mark of deep respect for artisans who continue their handcraft despite innumerable challenges,” say founders Shilpa Gupta and Natasha Chaudhri
The brand’s philosophy resonates on the global stage and has been showcased at international cultural spaces. YUMI demonstrates how India’s craft heritage can evolve within the world of sustainable luxury. Working with handcrafted fabrics YUMI transforms them into modern silhouettes including kaftans, tunics, dresses, kurta sets, shararas, and saris.