Reviving the tradition Indian Print Fabric

Indian print fabric printing process is called chintz. It is a woodblock printed, painted, stained and glazed textile. The cloth is ideally designed with floral prints with different patterns and colours preferably on a plain cloth. These Indian print fabric is then sold by yards to be designed as kurta or saree. The of designing Indian fabric by yard is a very old ancient tradition. The patterns have been so much loved by the world that it has been adapted in various forms by renowned designers. Since generations, various designers have tried to revived the old traditional Indian print fabric and the industry today has come so far that there are tons of websites from where one can but fabric online. But the catch here is… are they authentic? With time, duplicate production of fabrics and digital prints have taken over the sales of original prints. The original hand block printing involves skilled artisans and is a costly affair along with time consumption and patience. It’s an art form which gets admired by many. Those who have the knowledge of the fabrics can instantly get to know the difference but the cheaper production of digital prints and easy availability of patterns on online sites, has led to an increase in the market of duplicate patterns. Another major challenge comes with the choice of fabric. The traditional Indian fabric by yard is made of pure cotton and in the loom. The handloom industry has been following the traditional process and trust us, the purity of fabric made at handloom is of no match to the digital prints. The authenticity is the love for designers when it comes to design traditional outfit.

We at Navyas Fahion, follow the same block printing process by sourcing the fabrics locally from the handlooms and the quality of the dress is pure love. If you are following us on social media, you will soon see the behind the scene pictures of the process and the people who are keeping this old style process of handloom alive. Although in the late 1980’s people have understood the power of Indian handloom, the bollywood cinema’s western style again deviated the fashion industry from the traditional norms. It is now with urban crowd majorly moving towards traditional prints and fabric with wide knowledge of the process, the old style printing methods and fabrics are back. More so, the favourable weather condition have given more leverage to the traditional clothes. Popular brands with global reach like FabIndia, Anokhi have further been a medium to introduce the Indian fabrics but with modernised versions and costing. The importance of original handlooms now is more realised than ever. The costing, the culture, the stories behind, everything gives more power to the local brands who are working tediously to revive this industry. Even our designers come up with latest designs and patterns which are easy to carry and gives a unique look with a touch of simplicity. We love it when our team matches everyday fashion with traditional patterns and presents this up in unique fashion. Do let us know your styling ideas and feedback if you have got Navya outfit.