Acclaimed Delhi brand “the shop” marries traditional craft with colourful, modern sensibilities.
Ask anyone in Delhi’s famous Connaught Place where ‘The Shop’ is and chances are despite their seemingly exoteric name, everyone will immediately point to their charming flagship store behind Regal Cinemas. “Yes, I guess you could say it has almost become like a landmark.” muses Kabir Singh, who oversees the brand’s operations, “But for us, it’s like home.”
Singh’s parents Preminder and Kamal Singh started their fabric and apparel business in 1969 wanting to give artisans across India the opportunity to continue their rich legacy of textiles and crafts. In the last five decades the family – for that is exactly what the entire team at The Shop is – have not only continued their work here but have taken their beautiful handiwork across the globe.
“We have supplied fabrics to Zara, Neiman Marcus, Bloomingdales, Saks and to the V & A Museum (London).” Singh tells us. The Shop also has stores in Mumbai and Bangalore. “We are keen to open in Chennai soon.” he adds giving us hope. But for now The Shop’s summery floral prints and clean silhouettes are on display at their bi-annual exhibition in the city.
Singh’s wife Aishwarya Kumar oversees design at their Noida workshop he tells us introducing the specials of their 2018 collection. “This time we have brought women’s wear, men’s and our home linen range too. Whilst you will find our classic floral prints we also have our new ‘Kharkhana’ range where each of our artisans have explored their creativity with various design processes including leaf painting, hand painting, appliqué and more.”
Whilst the brand’s mul-mul fabrics are most sought after and perfect for the caustic heat, Kabir says “We have a new reversible range in mul-mul so it’s cool and can be worn two ways.”
Expect summery tops, shirts, kurtas and dresses for women, shirts for men and a specially curated range of home linen including table linen and reversible rugs. Also of note are their eco-friendly production and creative processes where they use only natural fabrics, organic dyes, repurposing and power conservation techniques.
The ‘Mul Mul Mela’ at the Folly, Amethyst, Whites Road today (7thApril). www.theshopindia.com