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Erode is a cultural luxury brand that act as a reminder that cultural erosion is not just limited to the physical landscape but extends to the intangible heritage we risk losing if we do not act. we celebrate a non-traditionalist point of view that challenges the status quo. We believe in breaking free from the rigid perceptions of tailoring and defying gender stereotypes.


Our designs embody the spirit of innovation, encouraging you to embrace your individuality and express yourself fearlessly. our design research revolves around the theme of admiration for individuals and a deep antipathy towards mass production. We strive to discover a new identity by skilfully blending carefully calculated and bold silhouette patterns.


Our mission is to boldly express our opposition to fast fashion and mass production. We achieve this by exploring clothing that holds intrinsic value and emphasizing preservation. By continuously producing unique and meaningful creations, we aim to provide differentiated content that challenges the norms of the fashion industry. Our collection act as embodiment of the past, present, and future.

FAQ

Why Erode? A name that represents resilience and cultural preservatoion

Choosing a name for a clothing brand is more than just a branding exercise; it’s an opportunity to express a deeper meaning and connect with one’s roots. For me, naming my clothing brand “Erode” holds a personal significance that goes beyond mere words. It represents a place I come from, a place that embodies a rich cultural heritage, and a heartfelt desire to prevent the erosion of that heritage. Erode, located in the southern part of India, is a city known for its history, traditions, and vibrant textile industry. The fabric produced in Erode holds a special place in my heart, as it represents the craftsmanship and skills of the weavers who have dedicated their lives to this art form. However, like many traditional crafts in today’s world, the fabric, and weavers of Erode face numerous challenges. The lack of support and recognition has led to a decline in demand, resulting in many weavers losing their jobs and abandoning their ancestral craft. Witnessing this erosion of culture and livelihoods, I felt a deep sense of responsibility to bring attention to the beauty and significance of Erode’s fabric and to contribute to the preservation of this cultural legacy. By naming my clothing brand “Erode,” I hope to raise awareness about the challenges faced by artisans and weavers, and to emphasize the importance of supporting their craft. It is a reminder that cultural erosion is not just limited to the physical landscape but extends to the intangible heritage we risk losing if we do not act. Through Erode Clothing, I strive to be a catalyst for change. I am committed to working directly with weavers in Erode, providing fair wages, ethical working conditions, and a global platform to showcase their incredible skills. By collaborating with these artisans, I aim to breathe new life into their craft and empower them to continue their traditions, ensuring that their expertise and knowledge are passed on to future generations.

Where is Erode garment made?

Our Erode clothes are crafted with utmost care and dedication, reflecting the rich textile heritage of Erode, Tamil Nadu. Most of our fabrics are meticulously woven in Erode by talented local weavers who specialize in small-batch production. Erode is renowned for its textile industry, and we are proud to support and showcase the skills of these artisans. To ensure the highest level of tailoring and craftsmanship, our garments are tailored in our studio located in Mumbai, our dedicated team of skilled artisans brings our designs to life with precision and attention to detail. We take pride in maintaining the quality and standards that define our brand. By combining the expertise of Erode weavers and the craftsmanship of our Mumbai studio, we create garments that are not only beautiful but also ethically produced. We prioritize supporting local communities, and providing fair wages and safe working conditions for our artisans. our garments exemplify the perfect blend of tradition, quality, and contemporary design. Our collection is a tribute to the hard work and dedication of our artisans who have spent years perfecting their craft. Each piece in our collection is unique and tells a story, making it more than just a piece of clothing but a work of art.

Why Jamakkalam?

The connection between music and the art of Jamakkalam weaving runs deep. Throughout history, weaving has been accompanied by rhythmic chants, folk songs, and melodic tunes. Weavers often engage in this harmonious blend of sound and craft, finding inspiration in music as they work diligently on their looms. The rhythmic patterns of the loom align with the beats and melodies, creating a seamless integration of music and weaving, where both forms of art enhance and elevate each other. For the experienced Jamakkalam weavers, the sound produced by the loom acts as a melodious indicator of the weaving quality. As they expertly manoeuvre the shuttle, interlacing the warp and weft threads, a distinctive rhythm emerges, resonating with the weaver’s touch. This auditory feedback becomes an integral part of their craft, providing invaluable insights into the fabric’s texture, tension, and overall strength. The loom, in the hands of a skilled craftsman, becomes an instrument through which the fabric speaks. The sound produced during the weaving process carries messages of quality, precision, and artistry. Craftsmen can detect irregularities, subtle variations, or even broken threads by listening attentively to the harmonious symphony of their looms. Through this auditory language, they gain insight into the weaving’s integrity, adjusting and corrections as needed to ensure the final creation meets their high standards.