Kurinji is a sustainable Italian-Indian fashion brand, actively trying to incorporate the best of both cultures. We work with Italian and Indian suppliers and artisans to create one-of-a-kind products that combine traditional techniques with contemporary designs and reflect the combined heritage of our founders.
Our goal is to create sustainable fashion coupled with a modern reinvention of traditional arts: natural fabrics, original designs produced according to ancient customs, embroidery made with the collaboration of artisans who follow age-old techniques.
We work with a short supply chain, because we want to know our collaborators in person and make sure they work in the best conditions. We develop a “tailor-made” production, which avoids waste and excess of stock.
For this reason we cooperate with international green organizations, such as the NGO Keystone Foundation or Treedom: we share common ideologies of conservation of local communities and sustainable growth.
The flower called kurinji (Strobilanthes kunthiana) blooms at regular intervals every 12 years in the forests of the Western Ghats, in the southwestern part of India. Every 12 years the high altitude grasslands turn purple, in a habitat rich in animals and plants: a habitat in danger of disappearing, threatened by the expansion of agriculture and human presence.
Kurinji represents us: it is a symbol of resilience, of preservation of the harmony and vitality of nature and tradition. Kurinji stands for preserving the nature, traditions and culture of the people before they are erased by the expansion of the new. To preserve originality and uniqueness in the face of the multiplication of copies.
But we don’t want to remain stubbornly attached to the past: we want to allow tradition to coexist with modernity, respecting the nature and history, the memory and the classicism of popular culture.
We want our products to express this fusion of modern and ancient. We want to rely on the highest level of craftsmanship, and at the same time introduce sustainable processes and natural materials to ensure an ecofriendly approach to traditional techniques.