Dufa Journal

For creating a change, in the way the fashion industry works, this month we present to you Ruchita Singh, who brings timeless designs that do not go out of style with her brand Amar Kosa. Amar Kosa is a sustainable fashion brand with focus on environment friendly clothing and accessories.

As sustainable fashion has already found its customer base, especially among younger, more environmentally conscious consumers, the brand was named 'Amar Kosa' which means eternal collection. Vastly indulging in ethically sourced Natural Handloom fabrics like cotton, linen, hemp, flax, silks, and organic cotton infused with Hand block printing, Shibori, or Tie & Dye, this brands endeavour is to bring to you fashionable yet wearable, and affordable attire.

Yet another featured store, we are proud to present which is uses traditional Indian art with contemporary design and contributes to the “Made in India” motto which Dufa stands for. Read along to know what inspired Ruchita with her idea for Amar Kosa, her journey and her collections.  

How did you get the idea for your business?

Amar Kosa was the name of the final collection which I have presented at the fashion show, in my last semester of NIFT Delhi. So, when I decided to start my business after working in the fashion industry for almost 12 years, we decided to name our brand Amar Kosa.

NIFT is a dream for every Indian fashion designer, but few can pursue it and naming your business after your final project is totally an impressive choice made by Ruchita.

Speaking of the collection, what inspires your collections?

I've always been very passionate about Indian handloom and textiles and that's what inspires me which keeps me constantly working on a new craft or technique from our ancient textile forms.

What makes AMAR KOSA a sustainable clothing brand?

All, our resources are sustainable- right from our ethically sourced raw materials to our handmade fabrics. The leftover fabrics from the dresses are upcycled for making bags and smaller accessories hence creating less waste that goes into landfills. We are extremely conscious and aware of the environment and hence try to recycle all our waste to its maximum utilization.      

Tell us more about your Shibori collection?

Last year during the Covid lockdown time it started as a fun activity with my kids, when we decided to tie n dye the curtains for the living room. And that got me totally carried away and I started working on developing my new collection on Shibori.

What are the other collections at Amar Kosa?

Right now, I'm working on a lot of new interesting things, we have collections coming up on ombre dye, block print and Banarasi cotton silk range.

How do you harness your creativity?

I feel creativity is infectious, you can’t keep it confined to just one part of your life or personality, it just flows in one’s lifestyle. And I’m blessed to have a family around me who share the same thought as I do and have always supported me.

Shop Ruchita Singh's eternal collections from Amar Kosa

About the Author:

Pallavi Dubey is a Content writer and blogger. She also works at Newstrail. Follow her on Instagram