A short drive about 60 KM south of Kutch, Gujarat, and you’ll come across a small milestone that reads ‘Bhuj. भुज. ભુજ.’- engulfed in dust and chipped at multiple places, almost as though it’s withstood the wrath of mother nature. Even the signs of weathering seem to align themselves, almost in the form of a design. This little milestone itself, encapsulates the experience that the world calls ‘Bhuj’. 

Legs of broken handloom machines serve as stumps for the little kids playing cricket in the streets. Their mums cheer them on from the windows of their houses, with bangles all the way up to their elbows, all of which they’ve made themselves. Most of these women featured in an Oscar-Nominated period film based on cricket during the oppressive British rule, as part of the 20,000-odd audience of the movie’s climax. With a tinge of makeup and a touch of sindoor, they definitely dress the part even today. The men with their handlebar moustaches resurrect their lives, one brick at a time, with artisanal precision they’ve received as inheritance.

Mostly known for playing host to a massive film-crew for the entirety of a year, or for the devastating earthquake that tried to break its spirit, there’s a story waiting to be told at the corner of every dainty street of Bhuj- in the form of fabrics, bells, clay pots and bangles.

A speck on the geographical graph, but a colossus on the handicraft map- the locality is blessed with an undeniable rustic charm. Quaint in its own right, this cluster creates art for a living. A pilgrimage of sorts, our visits here have become more regular as we deepen our diary of designs. With Ajrakhpur in the vicinity, Ajrak hand block-printing has become intrinsic to this locality.

Embellished with fascinating elements of historical significance, there’s inspiration all around. Awakened by this realization, our upcoming collection is an ode to this melting pot of various crafts, celebrating the timeless charm and resounding resilience of Bhuj. Earthy tones of red, black and royal blue represent the Bhuj Fort, Prag Mahal and the Sharadbaug Palace. Panels of intricate mirror work are a reflection of Aina Mahal, or the Palace of Mirrors. The Hamirsar Lake and the Swaminarayan Temple shine bright under the Summer Sun, akin to the stitches of hand-embroidery that adds a dash of depth to our styles.  

The minor inconsistencies that are innate to anything created by hand, serve as badges of honour, in our tribute to Bhuj, a land that has art at its heart. Working patiently on each garment for hours on end, hands of the artisans would beat those of the clock to create one piece a day. A labour of love in the truest sense, this limited collection is one we’re extremely proud of.

Launching on: 11th August | 11 AM IST | Thursday