Men's apparel brand Turtle along with the Harley Owners' Group on Sunday launched a bike trip to mark the launch of its new collection featuring the Khadi fabric.
Khadi, that was once symbolic of India's freedom movement, has been reinvented as the fabric for the youth with an 'Ecological Weave', a limited edition range of Khadi apparel, Turtle said.
A group of 25 members of the Harley Owners' Group cruised along the NH2 on their Harley bikes for the Khadi Yatra. The destination of their journey was Itachuna Rajbari where they met and interacted with the Khadi weavers and bought a shirt each from the weavers.
The ride culminated back the city for a fashion show at a city hotel where the riders walked the ramp showcasing the Khadi collection.
Speaking to the media at the occasion,Shitanshu Jhunjhunwalla, Director, Turtle Ltd said, "Turtle has done significant research and development on the Khadi fabric for the last 3 years to make it more stylish, fashionable, comfortable and wearable on a daily basis."
"While some other brands have tried experimenting with Khadi in the past, no leading menswear apparel brand in India has been able to commercially produce Khadi shirts, trousers & jackets till date."
"Khadi is so versatile a fabric that it keeps one cool in summers and warm in winters and the fact that it is hand-woven and contains all natural fibres gives it an extraordinary feel and unmatched style, and the comfort of wearing a Khadi goes without saying, " said one of the HOG members.
With this innovative initiative, Turtle said it not only aims to revive a fabric that has strong patriotic and emotional connect, but also benefit the weavers and their families by giving them consistent employment and improving their quality of life.
The collection will comprise of casual shirts, trousers and jackets will be available in select Turtle stores across India. The price range of the collection starts at Rs.2,195 onwards for shirts and Rs 5,995 onwards for jackets.
Images by Avishek Mitra/IBNS