Reduce, reuse, recycle. The three Rs have been making their way into the fashion world with new force in the recent years.The ‘Bhumika & Jyoti’ brand offers a fashion line to create beautiful clothing and accessories and a lifestyle destination for eco conscious clientele.
Designer brand ‘Bhumika & Jyoti’ are rewriting the script and inspiring a new Fashion story by launching India’s 1st ‘Zero Waste Fashion store’ in the high streets in Juhu, Mumbai, considered the Beverly Hills of India. The designer duo, Bhumika and Jyoti have some serious style credentials to back up their fashion forward aesthetics.
The soft launch of the store on was well attended with their close friends supporting their well-intentioned designer fashion store. Though Rani Mukerji was abroad, her mum Krishna Mukerji played the perfect host and welcomed the guests. The media present were stunned to see yesteryears superstar actress Reena Roy, who normally rarely makes an appearance coming to wish the fashion duo. The new slimmed down Farha Khan too came to wish her best friends for their concept fashion store. Other celebrities spotted were Bhagyashree, Rhea Pillai, Sheeba, Shefali Jariwala with her husband, Deb Mukerji, Karishma Modi etc.
The designer duo also launched their debut collection ‘Forest Greens ‘
Their sustainable fashion philosophy is much more a conviction and a commitment rather than just a fashion trend. The designer duo passion for ethics, believes in recycling ‘Zero waste designs by using every last scrap, and yet conjure up some inspiring and innovative designs that would refuse to sacrifice super-cool style for sustainability. Whilst doing so, they are also contributing to building a new ecosystem of entrepreneurship by co-opting like- minded vendors in jewellery, hair bands, umbrellas, accessories etc
Designer Bhumika and Jyoti are quite excited in spelling out their vision “The design of fashion clothing is as important as the ethos behind it. We strongly believe that aesthetics cannot be at the expense of the environment, just as much as the environment cannot be at the expense of aesthetics. There must exist a harmony between both, and thankfully our brand will ensure there is harmony. It’s about something else that comes from within you. Exciting, innovative and fashionable is how we see sustainable fashion”
They add “Are you aware that approximately 20 percent of fabric is wasted in the manufacture of a typical design? Think about it: When a pattern is cut out, the leftover scraps are usually considered useless because they’re too small to sew into anything else. But our brand which represents ethical fashion will ensure that every remnant fabric will become a luxurious embellishment that will add value to the designed outfit or luxe accessories!
Forest green theme
“We get our inspiration from the nature around us. Our first collection for this new store is dedicated to the forest greens, as green represents the colour of life. Before the civilization, everything was a forest. It is our canvas from where we drew our inspiration, the new budding of green leaves, the brown woods, or dried leaves, fresh showers for the thirsting flowers, little bit of peaches, of yellow etc. We consider all of the rich details and variety that nature has to offer, in creating original, beautiful, nature-inspired design. Our designs, texture, shape, patterns, floral embellishments are intended to blend in terms of both hue and shape with the environmental context,”says Bhumika and Jyoti.
Though their line first and foremost will be a fashion line, and yet every design has a story. The central part of the mission of brand ‘Bhumika & Jyoti’ is to produce in an ethical way, and cultivate a loyal base of clientele who want to look great and be on trend, but also care about the story of what they are wearing and the environment.
The apparel and accessories will be of the highest quality yet affordable at the same time. From high chic’ to minimalist silhouettes to luxe accessories, see why shopping has never been so guilt-free!
We don’t throw waste
When we asked to Jyoti Mukerji that how did she came up with the concept of zero waste fashion store, she said, ” My partner Bhumika Chheda and I were doing business in the export market for the last seven-eight years. We made tonnes of outfits — 1000 pieces of one design, which resulted in ample wastage. Also, some months ago, a huge environmental problem was created when the dump yard in Chembur was burning. It was a matter of concern for most of the families. I stay in Versova and my children go to a school in Bandra Kurla Complex. I couldn’t send my daughter to football practice because of the smog as many kids had fallen sick. Several people were also suffering from breathing problems. That got me thinking.
Even when we are making outfits, we generally throw the wastage and contribute to the problem. So, Bhumika and I decided we should utilise the waste by reusing the waste fabric in embellishments and patchworks. We also started creating something new out of it. We started enjoying the process and in our own way were also doing our bit for the society. The idea to open a store came from that as we were also thinking of entering the retail space. “The main thing is nothing is wasted here. Even the smaller strips of cloth which are generated while making outfits are braided and we make borders out of that, while the circular fabric is used to make buttons.