BEHIND THE BRAND
Each year, as much as 92 million tons of clothing end up in landfills. Only 20% of textiles are collected for reuse or recycling globally. Through Pundela Studio we hope to contribute in our small little way to raising this number of sustainable fashion creation.
In the last 20 years clothing production has doubled. And today, within one year of production of this mostly wasteful low quality “fast” fashion 60% ends up in landfill or incinerators - that means a truckload of used clothing dumped or burned every second, most of which are now made of synthetic plastics.
The vision of this project was borne out of founder Rikke Brodin’s love of artistic and creative expression through the clothes we adorn ourselves with, alongside her concern for the growing global emergency of waste and fast fashion.
There is already such a rich reservoir of incredible printed natural textiles and stunning old pieces of artisanal craftsmanship already made and in the world, and there are collectors out there doing the beautiful work of gathering these, and so as modern designers we can utilise what has already been made and revision it to become contemporary and even edgy works of wearable art.
More than a designer we envision ourselves here at Studio Pundela to be curators and lovers of art and beauty. Curators in collaboration and co-creation with our incredible partners of artisans, craftspeople, tailors and makers. We travel around visiting collectors, mostly around northern India, bespoke picking used and vintage textiles and antique embroidered shawls to redesign into our silk sets and eccentric coats. And through these creations we aim to celebrate and remember the rich artisanship of mostly women from rural Indian villages and the art that has been made by hand here for generations.