Reviving Tradition: Designer Ashish Satyavrat Sahu and His Impact on Indigenous Textiles Through Johargram
In the vibrant landscape of Indian fashion, designer Ashish Satyavrat Sahu stands out with his commitment to Indigenous textiles and sustainable fashion practices. His brand, Johargram, which he founded on November 15, 2020, in Jharkhand, aims to revive traditional weaves while catering to the contemporary fashion sensibilities of Gen Z. Sahu, a graduate of NIFT Gandhinagar, recognizes the cultural significance of textiles and seeks to create a platform that honors indigenous craftsmanship while promoting ethical consumption.
Embracing Indigenous Textiles
India is a treasure trove of textiles, rich in diversity and tradition. Sahu’s approach is rooted in the appreciation of Indigenous textiles, which he defines as traditional materials created for Indigenous communities around the world. These textiles often feature unique patterns, designs, and color palettes that hold symbolic meanings. Sahu explains, “In India, we have observed that every other person talks about Khadi, handloom, and handicrafts. We arrived with a thought of Indigenous Textiles.” By emphasizing the significance of these textiles, Johargram not only preserves traditional art forms but also highlights their relevance in today’s fashion landscape.
The Revival of Weaves: A Crucial Mission
Sahu believes that the revival of traditional weaves is essential for supporting local communities and preserving cultural identities. He states, “Revival of weaves plays a crucial role in supporting communities, preserving cultural identities, promoting sustainable fashion practices, and contributing to the economic empowerment of local artisans and weavers.” At Johargram, the focus is not merely on production but on creating sustainable livelihoods for artisans. “All they want is regular work with appropriate payments for their incredible carvings on time,” he emphasizes, underscoring the need for fair labor practices and sustainable economic models.
In addition to creating job opportunities, Johargram is dedicated to fostering a sense of pride in Indigenous craftsmanship. Sahu and his team encourage artisans' children to continue their families' legacies by passing down traditional skills. He notes, “We make them understand that they are blessed with outstanding skills, and because of these beautiful skills possessed by their parents, people from different corners of the world are approaching their designs and work.” This nurturing of talent not only keeps traditional crafts alive but also empowers the next generation to appreciate and engage with their cultural heritage.
Advocating for Local Artisans
Johargram’s mission extends beyond fashion; it is a movement to promote the cultural identity of ethnic minorities and tribal communities. Sahu’s commitment to the welfare of local artisans is reflected in his brand’s operations, which aim to create jobs in remote areas of Jharkhand. He believes that by focusing on ethical practices, they can help alleviate financial and social challenges faced by these communities. “By this innovative brand idea, we are also trying to solve the financial and social empowerment of artisans of Jharkhand,” he states.
Navigating the Post-Pandemic Landscape
The fashion industry has witnessed significant changes since the pandemic, particularly in the handloom and handicraft sectors. Sahu observes, “Earlier, in discussions on growth in the textile sector, handloom rarely finds a place. But the scenario has improved a lot.” There is a growing awareness among consumers regarding sustainability, natural dyes, and local craftsmanship. “People have started giving thought to nature and environmental factors, which has inclined many toward the handloom and handicraft sector,” he adds. This shift in consumer behavior aligns with Johargram’s ethos, as they promote the concept of ‘Slow Fashion’ over ‘Fast Fashion.’
The Government of India has also taken steps to support the handloom and handicraft sectors by providing training and skill development programs for artisans. This effort not only enhances the quality of their products but also increases their competitiveness in the global market.
Conscious Consumption: A Guiding Principle
At Johargram, conscious consumption is a fundamental principle guiding their operations. Sahu emphasizes the importance of being mindful of our choices and their impact on the environment and society. The brand practices ‘Slow Fashion,’ focusing on quality and sustainability. Sahu explains, “We prioritize durability and timeless designs, encouraging customers to buy better quality garments that will last longer.”
The brand employs various sustainable practices, such as minimizing fabric waste and utilizing every inch of material. For example, leftover fabric from making a shirt is creatively repurposed into items like tote bags and patchwork designs. Furthermore, Johargram utilizes recycled yarns, reinforcing their commitment to sustainability.
Fashion vs. Style: A Personal Perspective
When discussing the difference between fashion and style, Sahu notes that fashion often revolves around fleeting trends, while style is timeless and personal. “Style is all about personal taste and preference,” he explains. At Johargram, the focus is on styling rather than merely following fashion trends. Sahu believes that styling different pieces—whether they are old or new—allows for creativity and sustainability, extending the lifespan of garments.
Celebrity Inspirations
As a fashion enthusiast, Sahu draws inspiration from Bollywood and Hollywood celebrities. When asked about his favorite style icons, he shares his admiration for the hard work and creativity of all artists. He expresses a desire to style any Bollywood celebrity, seeing it as a dream come true. Notably, he mentions his respect for M.S. Dhoni, who has appreciated the Biru Jacket, and expresses enthusiasm for the possibility of styling him in the future.
From Hollywood, Sahu would love to dress Justin Bieber in Johargram’s cargo pants, jackets, and caps, showcasing the brand’s unique blend of traditional craftsmanship and contemporary design.
Conclusion
Ashish Satyavrat Sahu’s Johargram represents more than just a fashion brand; it embodies a movement to revive Indigenous textiles, empower local artisans, and promote sustainable practices. By prioritizing ethical consumption and conscious design, Sahu is not only preserving traditional art forms but also redefining the future of fashion in India. As the world increasingly turns toward sustainability, Johargram stands as a beacon of hope, illustrating how fashion can be both beautiful and responsible.