Indian Designers Revive Handloom for Everyday Wear Nine years ago, Preethi Pathireddy, a 41-year-old architect based in Hyderabad, embarked on a journey to redefine the role of handcrafted textiles in modern fashion. Frustrated by the perception that handloom fabrics were confined to ceremonial wear, she launched The Indian Peacock, a brand dedicated to integrating traditional craftsmanship into everyday attire. “Handcrafted fabrics breathe better, age better, and sit better on the body,” she explains, highlighting the disconnect between centuries-old techniques and contemporary lifestyles. Her vision was to move beyond the “ethnic” label and position handloom as a versatile, accessible choice for daily wear. The Indian Peacock collaborates with artisans across India, including Mangalgiri weavers from Andhra Pradesh, jamdani weavers from West Bengal, ikat weavers in Telangana, and dabu and Bagru block printers from Rajasthan. Pathireddy emphasizes a hands-on approach, working directly with weavers to develop fabrics tailored for menswear, such as specific thread counts, color palettes, and patterns. Garment production occurs in-house in Hyderabad, ensuring quality control and affordability. “We let the fabric do the talking,” she says, avoiding excessive embellishments or complex designs. By selling exclusively through their website and avoiding marketplace commissions, the brand maintains competitive pricing while preserving the integrity of traditional crafts. This model benefits artisans as well. Unlike occasion wear, which generates sporadic demand, everyday wear provides consistent orders year-round. Pathireddy’s core collection includes handwoven shirts designed for all seasons, with her latest line, Mitti, centered around dabu techniques.#west_bengal #andhra_pradesh #preethi_pathireddy #the_indian_peacock #mangalgiri_weavers
