Anita Don­gre

Sus­tain­able fash­ion and re­spon­si­ble shop­ping are the way to go

Business Today - - CONTENTS - BY AJITA SHASHIDHAR

D es­igner Anita Don­gre has taken high fash­ion to far-flung cor­ners of the coun­try. Her brands, AND and Global Desi, are present in more than 50 cities. Her com­pany, House Of Anita Don­gre, set up as many as 100 stores in 2016 to take the to­tal to 283. But more than that, it is her new mantra – sus­tain­able fash­ion and re­spon­si­ble shop­ping – that may soon be­come the choice of eco-pos­i­tive buy­ers. While AND is soon go­ing to launch a re­cy­cled polyester col­lec­tion, Global Desi has adopted two Ma­ha­rash­tra vil­lages whose women are trained and em­ployed at the brand’s fac­tory. “I am try­ing to take sus­tain­abil­ity across all my brands,” says Don­gre. Her most re­cent of­fer­ing, Anita Don­gre Grass­root, is a hand­crafted west­ern wear brand for which she has worked with crafts­peo­ple and weavers across the coun­try. Don­gre has also for­ayed into the US with this brand. Her first store is lo­cated in the lux­ury shop­ping dis­trict of Soho.

R A C H I T ANITA DON­GRE Chief Cre­ative Of­fi­cer, House of Anita Don­gre WHY SHE MAT­TERS Anita Don­gre has taken high fash­ion to far-flung cor­ners of the coun­try

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