About
"Assal" in Marathi means authentic, pure, and real, encapsulating the very essence of our brand. In India, our craft and textile heritage is incredibly rich and diverse. Unfortunately, not everyone is aware of its vastness. It's a treasure trove waiting to be discovered. Our brand was born out of a deep curiosity and love for these exquisite art forms, inspiring us to embark on a journey to showcase their beauty.
Founded in 2017, Assal is a conscious clothing brand with the goal to explore handmade craft and textile traditions practiced tirelessly by artisans. We bring their work to you in timeless pieces of clothing that can be cherished by generations. Despite lacking formal education in textile or fashion, our team brings a mix of academic backgrounds like Engineering, Finance, and Art. This unconventional blend has enabled us to curate collections with the kind of clothing we personally adore - pieces that are both effortless and functional.
Our story began over a decade ago, ignited by visits to local handloom and handicraft exhibitions. It was there that we stumbled upon fabrics which seemed extremely unique. There were block prints and Ilkal which captivated us, prompting a quest to trace their origins and unravel their creation process. We bombarded the salespeople with endless questions, planting the seed of an idea that would later become Assal - a platform where crafts from different regions could converge. As young individuals, we deduced that, much like the diverse cuisines found across India, a similar diversity must exist in crafts and textiles if we were to dig deeper. We planned to hit the road someday and travel to numerous corners of our country to feed our curiosity..
Today, we find ourselves on a journey - a voyage of connecting with artisans and learning along the way. These days, with the flood of powerloom masquerading as handloom, digital prints overtaking hand block prints, and chemically dyed fabrics replacing naturally dyed ones, finding something authentic has become challenging. Our humble endeavor is to bring exquisite handmade creations by artisans directly to you, as if you had visited their place of work, had the opportunity to witness their process, and handpick something special yourself. Through our travels by bus, train, or any means of transport possible, we navigate unfamiliar territories in search of artisans and their workspaces. Language and cultural barriers effortlessly dissolve as we connect with them. Communication flows seamlessly, forging a deep bond that transcends these differences. By documenting our discoveries and sharing firsthand knowledge, we wish to make you feel transported to their world. That's how you know that it's real, it's Assal :)
This brings us to the issue of authenticity in crafts. There is a certain charm to handmade pieces that cannot be replicated by machines. Many traditional crafts have withstood the test of time, despite the changing world around them. While everything else seems to be moving fast, these crafts still require immense skill and patience. A handloom saree weaving can take days, some intricate ones take months to complete, while hand block printing involves a meticulous 15-20 step long process. The fascinating end result is something that no machine can ever achieve. The value of these crafts often goes unnoticed, and recognizing their value means making conscious decisions in our lifestyles. In today's fast-paced world, "Fast Fashion" has gained popularity. Such brands constantly churn out new collections based on changing trends, relying on cheap labor and materials to offer low prices. This, in turn, generates a significant amount of textile waste, contributing to the climate crisis. In contrast, handmade textiles embody the essence of “Slow Fashion”. Slow fashion entails a thoughtful dedication to taking care of the environment. For example, using natural dyes in the textile production process ensures that leftover water is safe for the soil, as it is free from harmful chemicals. Traditional handmade textiles are often inherently eco-friendly and also, unaffected by the fleeting trends!
From Karnataka's Ilkal and Khun weaves to Telangana's Ikat, from Andhra Pradesh's Mangalagiri and Kalamkari to Maharashtra's Kolhapuri chappals, and not forgetting Gujarat's Ajrakh and Kala Cotton, we have traversed varied regions to bring to you some beautiful age-old crafts of India. But, we feel like we’ve only scratched the surface and there’s a long way to go. Come, be a part of our journey as we weave stories, one Indian state at a time, bridging the gap between artisans and those who appreciate their remarkable artistry.
