We have celebrated our brand, Label Pratham as a heritage brand that takes pride in the country's unparalleled diversity. Through our journey in the world of textiles and Indian craft for more than a decade, we have discovered and interacted with various handloom traditions and textile heritages of the country. In all these journeys, what appeared common was the deep relevance textiles still held in our living traditions - marriages, rituals, pujas, and other such ceremonies were incomplete without adorning traditional textile that communicates unwritten messages and codes of conduct of a particular community. It is a precious, intimate relationship people share with their regional handloom and textiles; nearly sacred, and an undeniably strong attachment with one’s identity amidst the bustling diversity of our country.
In its entirety, the Universe exists in a harmonious rhythm, and so does nature. The elements, each with a unique characteristic and role to play, come together to create life and magic from opposite ends.As fire burns, water cools. As the sun rises, the moon goes down. For the earth below, there's a sky above. Yet, they all exist as one. One planet and one universe to contain our myriad hearts and souls.The ancient sages spoke of balance as the great equaliser. The art of recognising proportions. The intuition of realizing when to pursue beyond definitions.The wisdom of knowing when to stop. Since the beginning of time itself, therefore, humans have worshipped the earth and the forces of nature, the universe, the elements, the mystery of life and death.In multiple ways but as one spirit.
We are going through an unprecedented phase of change and societal upheaval. As we post this, we are writing from a period of quarantine put in place to fight Covid19. Suddenly, we as a collective are pushed into a slower pace of doing things, which takes us back to the beginning of our work, down the memory lanes, especially now that spring is round the corner– the season of rejuvenation, birth and creativity. Over a decade ago when we had started out as self-taught designers, we were drawn to the old world charm of Pichwai art of Nathdwara which stands behind the scenes, providing a backdrop to the looming presence of Sreenathji.This journey into an unexplored world of traditional art was a challenge of diving deep into the unknown. Yet, it was nothing less than a magical tale of serendipity and discovery.