Roopa is an ethical luxury fashion brand that brings together a modern fusion of art and fashion.
Design Duo Sudhir Swain and Roopa Pemmaraju creating beautiful garments from natural, natural fibres, each piece is lovingly handcrafted and embellished by skilled artisans in Bangalore, India using time honoured traditions and offering unexpected techniques to modern silhouettes.
Roopa’s designs are made with respect to the artists and craftspeople who have expertly woven their magic into each thread to create very personal pieces that are as unique as the wearer.
Industrialization ushered in an age of capitalist mercantile economy, where hand made products started being replaced by cheaper and more reliable machine produced commodities. While this may have been good for the merchants and businessmen engaged in this industrial practice, handicraft workers saw a near end to their trade. But thousands of machine produced clothes with the same flawless design and print cannot be compared with the raw freshness and originality that effort put in by human hands can bring to handicrafts. Buying hand-made products not only offers a more personal touch to the product, but also contributes immeasurably to the artisan’s livelihood.
While this has provided a boost to the handloom sector which was lying low for a long time in India, it has also helped empower a large section of women who had been dependent on others for a regular source of income. They are now not only able to cultivate a strong sense of artistic mastery through their cloth weaving-embroidering skills, but have also become independently capable. This act of empowerment through the efforts made by Roopa is a clean sweep to engage women artisans and at the same time flood the handloom market with products that are a fresh break away from the monotony of machine-produced clothes.
Moreover, the material used for the clothes are all organic and of high-quality that would give an outfit a feel of natural beauty. The designs reflect a delicate balance between artistic rendition and traditional values, and for this reason alone Roopa’s designs are highly revered and appreciated by fashion critics and consumers alike. Each of the products is carefully stitched and weaved by women weavers from all across India, and thus buying one of her clothes would be more of a personal act of indulging in the artisan’s trade and work. This is what gives the clothes a uniqueness and freshness not found in other designs.