Weaving magic out of thread - and earning a livelihood.
Translate is an exclusive brand selling stylish hand-woven clothing and home furnishings. ‘Translate’ is also an artisan rich company that grew from Vinita and Vikas Passary’s passion for hand-woven textiles. As a life-style product designer, Vinita fell in love with fabrics made by weavers on a village exploration in India.
In 2010 Vinita embarked on her adventure to revive the old-age IKAT to suit the current fashion. She made several visits to meet textiles curators and artisans from all over Inida, spending countless time to discover a new way to present Ikat. She decided to bring the like-minded designers and the weavers on the same page. A new story was born.
Often asked ‘why Translate’? Vinita says ‘during the process of finding the right direction for Ikat and make something meaningful that people could understand relate to was the primary focus. It was a big walk to bring the designers and weavers come together making a product for today’s buyer. Although the end product was visible in mind, it was everyone’s effort translated the thread to take a usable shape. Of course we could name it anything, but we all knew the fact we only were catalyst and not the creators. So the word ‘Translate’ stuck
Now, four years later Translate has developed exclusive designs through beautiful hand-loomed fabrics – in the process supporting a dying art and bringing the thread back in hands of weavers, who otherwise had opted for mundane daily jobs. What goes into making something like a ‘Translate’ clothing is not a straight-forward route. Like every retail business, it has its hiccups, however The Passary duo have kept patience and persistence to see the light at the end. The business today supports 15 weaver families, people working on a chain of retail outlets and support budding designers.
Vinita with support from her husband Vikas Passary and friend designer Sekhar indeed have revived a precious art and made a clothing line that not only wows the current day woman but also pleases my mother.
By Samir Patra
Writer of this article is a brand strategist and independent blogger