(Mohan Bhulani, NTI): Nestled amidst the breathtaking foothills of the Himalayas lies Peoli, a design studio that transcends the realm of clothing. It’s a vibrant tapestry woven with threads of tradition, sustainability, and women’s empowerment, culminating in a unique fashion brand that has captured hearts and wardrobes globally.
Peoli’s story begins with Abhinav Dhoundiyal and Vasanthi Veluri, two National Institute of Design (NID) graduates with a vision. Witnessing the decline of age-old hand-spinning and knitting practices amongst the skilled women of Uttarakhand, they saw not just a dying art form, but an untapped potential for social and environmental good. Inspired by the resilience of these artisans and the beauty of their craft, Abhinav and Vasanthi set out to breathe new life into these traditions.
Thus, Peoli was born, named after the bright yellow flower symbolizing the arrival of spring after the harsh Himalayan winter. Much like the namesake flower, Peoli brought a wave of positive change to the lives of 60 local women. The design studio works on a foundation of three core principles: sustainable design, ethical sourcing, and celebrating the essence of local craftsmanship.
Sustainability is paramount at Peoli. They meticulously source natural fibers like Harsil wool, Himalayan hemp, and nettle, rejecting the environmental harm caused by synthetic materials. Even their dyes are a vibrant concoction of nature’s bounty, crafted from walnut shells, pomegranate peels, and local flora. This commitment extends to water conservation through rainwater harvesting and harnessing the clean energy of the sun.
However, Peoli’s embrace of sustainability comes with its own set of challenges. Unlike the relentless churn of fast fashion, their production cycle is a patient dance with nature’s rhythm. The time-intensive processes of hand-spinning and natural dyeing introduce uncertainties into their schedule. Yet, Peoli finds beauty in these imperfections. They celebrate the variations in color and texture that emerge from slow, sustainable production, creating garments that are as unique as the women who craft them.
Peoli’s impact transcends exquisite, hand-knitted apparel. Women like Vimla Joshi, who once struggled to make ends meet, are now empowered artisans, their skills valued and their families supported. Peoli also collaborates with international design houses, proving that remoteness is no barrier to recognition. Their message of ethical production and timeless design resonates with a global audience seeking a more conscious approach to fashion.
The global pandemic threw a curveball, forcing Peoli to hit pause on expansion plans. Yet, they persevered, turning to crowdfunding to navigate the choppy waters. But amidst the challenges, an unexpected silver lining emerged. A surge in global demand for conscious fashion played perfectly into Peoli’s ethos. Consumers, increasingly aware of environmental and social responsibility, gravitated towards Peoli’s message of slow fashion and ethical production.
Peoli’s story continues to unfold. They relentlessly pursue ways to minimize their environmental footprint while simultaneously nurturing the skills of local artisans and reviving the use of indigenous fibers. Their biggest hurdle, however, lies in attracting investors who value the social and environmental impact they create, not just the potential for rapid scaling.
Peoli is a testament to the power of slow fashion. It’s a beacon of hope, not just for sustainable practices in the fashion industry, but for the countless communities that can thrive when tradition and innovation are allowed to flourish together. As Peoli blooms, it illuminates a path towards a more responsible and empowering future for fashion.
