BRAND CONCEPT
The world we aspire to is a society where the wisdom of women artisans is passed down, and their dignity and sustainable employment are protected. We view craft not merely as decoration, but as cultural memory, a means of livelihood, and an expression of identity.
Our activities are rooted in respect for the knowledge and techniques inherited across generations of artisans. A single garment embodies the handiwork of many, from fabric handling and manual finishing to sewing and ornamentation.
Central to this are the women who have honed their needlework skills through years of training. Through responsible production and ongoing collaboration, we contribute to the preservation of technology and culture.
DESIGNERS PROFILE
Left: Priti Pugalia |
Creative Director based in Jaipur, India. Founder of "The Craft Boat," which transforms textile waste into aesthetic craft paper products. She blends craft, design, and storytelling to create contemporary collections using traditional techniques in collaboration with Indian artisans. After earning a bachelor's degree from Nottingham Trent University in the UK, she gained experience at a female-led brand consultancy in India. Following a research position at the National Institute of Design in India, she founded The Craft Boat in 2015 and the online community store "Seeds of Anaar" in 2021.
Right: Mariko Abe |
After working as a buyer for select shops and an MD for luxury brands, she participated in the launch of the jewelry brand "ARTIDA OUD." Captivated by India's high-level craftsmanship and the charm of its cities, she launched the fine jewelry brand "shananpoi" in 2021, centered on Indian manufacturing, followed by the jewelry brand "Adlin Hue" in 2022. Simultaneously, through deep connections with domestic traditional crafts, she works on projects such as jewelry using Kutani ware from the Kinzan Kiln, which was damaged in the Ishikawa earthquake, and collaborations with the Hon-Aizome Masaoiri studio in Kyoto. She is also actively involved in charitable activities, including donating a portion of sales directly to schools in India.
HELLO from PRITI PUGALIA
Hello, I am Priti Pugalia. I find great joy in creating products that fuse craft, design, and storytelling.
Over the past 15 years, through my work with master artisans possessing exceptional skills across India, I have utilized traditional techniques to elevate them into contemporary, beloved collections.
I am drawn to a dedication to materials, sincere craftsmanship, and the quiet beauty that resides in carefully made objects. I believe that the things we choose in our lives should embody the place where they were born, their purpose, and the warmth of their makers.
Through this new journey with my dearest friend Mariko, I hope to create clothes that are timeless, unpretentious, and deeply connected to both people and craft.