Alter Ego means “second self.” A youth-centric sustainable brand from India designing conscious apparel using handwoven fabrics with a focus on age-old indian crafts and techniques. The label was started by Vishwa Sorathia with a vision to unify sartorial brilliance and culture. With its headquarters based in Gujarat, India, this earth-friendly fashion house prides itself on its design philosophy rooted in minimalism and the art of slow living. Simplicity pervades throughout their eclectic collections thus preserving the raw and organic feel of handloom fabrics.
The brand promotes the indigenous crafts of the country be it weaving, organic block printing or embroidery native to different parts of India. Through this synthesis of diverse cultures coming together in design, this label appeals to the contemporary outlook of the younger generation in creating that alternative space which wasn’t handed down to us when we were growing up in an increasingly consumerist world.
