PROJECT: 'Thread-Sense' is a proposal for a brand that focuses on revolutionizing Khadi and re-imagining its perception with a youth-friendly approach. Project in collaboration with Craft Cluster & Gov. of Karnataka
KHADI AS A SOURCE OF REBELLION IN INDIA
Khadi clothing has been a symbol of rebellion since its inception. Everything from its philosophy to its workmanship embodies a staunch, unwavering confidence. The clothes are hand-woven from indigenous materials, supporting local weavers and perpetuating the spirit of patriotism. As each piece is handmade, no two can be the same. While some may see these differences as undesirable, they are in fact what make the design unique.
IMPERFECTLY PERFECT
Today, rather than conforming to traditional expectations and assuming cookie cutter versions of an idealized perfection; people want to be fearless in their individuality. No two people are the same, and the modem youth is embracing this reality more than ever. Today's generation is not only accepting, but proud of what makes them different. They reject any stereotypes and instead proudly wear their differences on their sleeve. People are slowly rebelling against perfection—individual flaws and imperfections are seen as something to be celebrated, rather than hidden away.
THE BRAND 'THREAD-SENSE'
Imperfection, or purposeful individuality, is a concept that would appeal to the diversification of today's youth — individuals who seek fashion that has an identity and hand-woven with imperfections, as opposed to the typically mass-produced generic creations that are always on offer. Khadi is perfectly imperfect—as are we.
THE RETAIL PROPOSALS
The brand 'Thread-Sense' aims to weave in this very concept into society, with its unique products that are a fabrication of the ultimate fashion choices in the ultimate fabric of this nation, Khadi. There are proposals for visual identity, target audience, retail store design and merchandising.
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