Anu Jaswani – Dripping Dyes
“I’ve always been drawn towards fashion and styling. I’d follow all the latest trends. And one such everlasting trend that caught my attention was – tie-dye. Immediately, I started looking for brands that could provide me with tie-dye clothing.
But, it was shocking to see that not a lot of Indian brands were supplying such clothes. Even if they were, it was limited to t-shirts. Cord sets, hoodies, trousers were totally out of the picture. I was disappointed.
But then a life-changing thought came to my mind – ‘What if I make my own tie-dye clothes and start my own brand?’ As an enthusiast, I always wanted to do something in fashion. This felt like the perfect shot, so I took the plunge!
Soon, I started my research for material, designing, sustainability, and packaging.
And that marked our beginning; with colorful dyes in one hand and our sustainable clothes in the other – Dripping Dyes was born!
However, I had no experience or exposure whatsoever. There were a lot of questions popping up in my mind. Luckily, those questions didn’t last too long. We got our first order on our launch day itself!
Although, 2 crucial challenges were awaiting us; I live by the motto of sustainable clothing and wanted to source 100% cotton material from manufacturers.
Adulterated material wouldn’t bring out the best colors. And as a brand dealing with dyes, that’s the last thing we’d want. Identifying the perfect material and not getting deceived was one of the biggest challenges. But eventually, I got the hang of it.
And secondly, being based out in a small city people didn’t know about Concept-Based Clothing (tie-dye). ‘What is your brand about?’ ‘How does your brand survive with only one type of clothing, what if it goes out of style?’ were some of the most common questions shot at us. Initially, it was hard to explain.
But, over time I’ve found the answer to this problem too. Now when someone questions me about Dripping Dyes, all I say is – We are all about Clothes, Colors, and Charm. Indeed, the style may fade away, but as long as we have our 3C’s, I’m sure we’ll figure our way out.”