Heritage Fashion has a pledged saviour – Swikruti Pradhan on Sustainable Fashion and Cultural Treasure.
Swikruti Pradhan, a fashion designer, researcher, and founder of Rustic Hue, has committed her career to preserving India’s rich textile heritage. From her early fascination with Odisha’s handloom traditions to her research on cultural sustainability, she has become an advocate for slow fashion and traditional crafts. Swikruti Pradhan has received several prestigious awards, including the SustainableNXT Awards 2024 for Social Champion of the Year, SustainableNXT Awards 2023 for Maximum Impact on Community, and India's Best Design Project 2022 for Textile Design, recognizing her outstanding work in promoting sustainable fashion and traditional Indian textiles. In this exclusive interview, Swikruti shares her journey, insights, and the challenges of reviving age-old techniques in today’s fast-paced fashion industry.
MOSAIC: Swikruti, could you tell us about your journey into sustainable fashion? What inspired you to explore this path?
Swikruti: I grew up in Odisha, where handloom and textile communities were an integral part of daily life. My mother and grandmothers wore handloom saris as everyday wear, and that deeply influenced my appreciation for traditional textiles and developed in me a liking for them. While pursuing a degree in Fashion Technology, followed by a master’s in Fashion Management from NIFT Bhubaneswar, I realized that my interest was in working with handloom communities rather than commercial fashion brands. There is great scope to collaborate with them and explore revival opportunities. That realization set me on my journey into sustainable fashion and cultural sustainability.
MOSAIC: You have done extensive research on cultural sustainability. How do you define this concept in the context of fashion?
Swikruti: Cultural sustainability in fashion is about using design as a tool to preserve, promote, and adapt traditional heritage without diluting its authenticity. From my experience, I believe many indigenous textiles and weaving techniques are fading due to commercialization and lack of documentation. My work involves studying these traditional techniques, understanding their cultural context, and ensuring that they remain relevant for future generations.
MOSAIC: Your research on Odisha’s Meher communities led to the revival of the Bapta sari. Can you tell us more about this project?
Swikruti: During my research, I discovered the Bapta sari, a traditional Odia weave that was almost forgotten. It was once woven by two different Meher communities, but over time, its production almost ceased due to a lack of demand and proper documentation of the technique and style. It took me nine months of persuasion to convince a weaving family to restart production. After much effort and giving them hope, the Bapta sari was revived and even won an award in 2022 for its cultural significance. This experience reinforced my belief that documentation and collaboration are crucial for preserving our textile heritage which is passed on from one generation to another, documenting ensures it is not only saved from being lost but helps in exploring how best to develop the art with adequate support and awareness.
MOSAIC: You founded Rustic Hue as a sustainable fashion brand. What is its core philosophy?
Swikruti: Rustic Hue is built on three pillars: sustainability, authenticity, and innovation. We focus on promoting handmade textiles by working directly with artisans. Our approach is slow fashion, meaning we prioritize quality over quantity, ensuring fair wages and ethical production. The brand is largely for consumers who value craftsmanship, understand cultural textiles and are looking for clothing that tells a story.
MOSAIC: Can you share some of the major challenges that traditional craftsmen face today?
Swikruti: One of the biggest challenges is the availability of raw materials. Many artisans struggle to source the right yarns and dyes, leading to compromised quality of the end product. Additionally, the lack of proper documentation and recognition means that many traditional techniques are fading. Artisans should be celebrated more. Artisans also face financial instability, making it hard for them to continue their craft, especially in a market dominated by machine-made, mass-produced textiles, copies or poor alternatives.
MOSAIC: What role does collaboration play in sustaining India’s textile heritage?
Swikruti: Yes, I believe collaboration is key! When committed designers, fashion researchers, and artisans work together, we can create a self-sustaining and rewarding system where craftsmanship is valued and preserved. In many interactions with weaver communities, it is known that many artisans resist modern adaptations due to fear of losing tradition. However, when we bring in the right colabs and market insight, it can help strike a balance between preserving authenticity and making designs more accessible to contemporary consumers.
MOSAIC: You’ve also worked as a consultant for textile ministries and in government projects. What were your biggest takeaways from that experience?
Swikruti: Government initiatives often aim to support artisans, but there is a significant gap between planning and execution. Many projects focus on numbers rather than quality and representation of crafts, they lack engagement at deeper levels and then the long-term vision fades out. While working as a consultant, I realized that unless policies are community-driven, they often fail to create lasting impact. On the other hand, private foundations and curated exhibitions have been more effective in bringing recognition to artisans.
MOSAIC: How can we make heritage clothing more appealing to the younger generation?
Swikruti: Younger consumers need to explore beyond mainstream and fast-fashion brands. One way to do this is by attending exhibitions and craft fairs where they can interact with artisans directly. Another way is through styling and re-styling—instead of following fast fashion trends, they can learn to creatively rework traditional garments. Heritage clothing can be incredibly versatile if styled in a modern way – there are many stylists repurposing and upcycling heritage clothes, hopefully they will succeed in inspiring younger generations too.
MOSAIC: You emphasize responsible consumption in fashion. What practical steps can consumers take to be more sustainable?
Swikruti: Consumers need to distinguish between needs and wants. Before purchasing, they should ask these vital questions; Do I really need this? How was it made? Who made it, and under what conditions? These are vital to the fashion economy – lack of awareness of textiles and their origin and uses. If we ask these questions circularity in fashion will come in too. Small changes like investing in timeless pieces, supporting ethical brands, and upcycling old clothes can significantly reduce waste. It’s also important to appreciate craftsmanship rather than chasing trends.
MOSAIC: What plans do you have for Rustic Hue?
Swikruti: I want to expand the brand’s reach while maintaining its slow and sustainable approach. We are exploring costume design for films and other platforms, which will allow us to highlight traditional weaves in new ways. Additionally, I plan to establish a physical store where people can experience the textiles first-hand. But I want to ensure that growth does not come at the cost of sustainability or exclusivity.
MOSAIC: Lastly, what message would you like to share with aspiring designers and conscious consumers?
Swikruti: For designers, I’d say: don’t run away from in-depth research, research deeply, respect craftsmanship, and innovate responsibly. The future of fashion is not just about aesthetics—it’s about ethics and sustainability. For consumers: You don’t need in excess so buy less, choose well, and make it last. Learn and love to repeat! Every purchase has an impact – we don’t want the environment and our culture to take the damage. Supporting sustainable fashion isn’t just about buying eco-friendly products; it’s about shifting your mindset towards responsible consumption.
Swikruti Pradhan’s journey with Rustic Hue is an inspiring endeavour of passion, perseverance, and conscious design apparatus. She is working with hope, connecting two worlds which were growing in contrast – traditional artisans and modern consumers, she is reviving lost crafts and pushing for sustainable fashion. As she continues to advocate for cultural sustainability, her work serves as a reminder that fashion isn’t just about clothing—it’s about taking pride in our heritage, empowering communities, and shaping the fashion industry to be more caring and endearing.