I came across this most amazingly soft Jamdani weave(delicate design on the finest muslin) scarf at Lola’s World, a shop in New Delhi’s well known fashion and art district Hauz Khas Village approximately 2 yrs ago. And from there on my search for this exquisite label began, as its product line holds true to its name AISH ‘pleasurable, enjoyable or luxurious’.
“The only thing that is needed is an appreciation for the imperfect, to embrace the irregularities. A homogeneous world is a boring place.”- stated Nupur Goenka, a Kolkata-based entrepreneur who absorbed something from all her experiences in life. Being a cosmopolitan traveller since a very young age, places and situations brought forth issues far greater than hers and so were difficult to ignore. That’s why AISH couldn’t just be another lifestyle brand; since charity does not go too far a business model was set up to provide the weavers a competitive platform for their products. To avoid it just being a fad or a passing phase she began with products that are relevant, regardless of the story.
She sources and designs textiles using age old crafting techniques like Jamdani weaving, Ikat dyeing, Bengal Handloom, Gujarati embroidery, Shibori dyeing etc. At present the label offers fashion accessories like scarves, jewellery and beach wear in more than 60 stores worldwide including Isetan (Tokyo), Malia Mills (USA) and Beautiful Dreamers (Brooklyn).
AISH dreams of becoming an integral part of people’s lives eventually in your homes, in your wardrobes, on your feet, worn by your children or even as an essential in your gift box. Just like the nature needs it’s colours, all mediums in art and design, these products require touch and feel to experience the beauty in imperfection and the soul of the textile.
AISH is committed to bring high quality artisanal textiles in contemporary styles. It strives to keep the ethnic spirit intact through various forms like a traditional colour combination, a 2000-year-old motif, or just maintaining the original and intended volume of an old textile piece.
“We shall not cease from exploration
And the end of all our exploring
Will be to arrive where we started