Via East is an online brand that focuses on Indian textiles and the myriad art forms associated with it. The platform showcases a range of saris woven with different textile techniques. The brand has its design philosophy rooted in love for good craftsmanship, simplicity, and elegance. The kind of saris Via East retails include embellished, embroidered, chequered, striped and printed ones; and Benarasi, chanderi, Gadwal, jamdani, Kanjeevaram, Maheshwari, Mangalagiri, Paithani, printed saris, Sambalpuri, traditional silk (with woven borders and motifs) and Kota saris. They are available in several materials too—all of which adhere to its handloom philosophy. The outcome: saris in chiffon, cotton, crepe, georgette, kora silk, kosa silk, linen, linen cotton, linen silk, matka silk, muga silk, muslin silk, organza, silk, silk cotton, tissue, tussar silk, and satin. You can also choose to shop by colour and they even have a special festive edit with some hand-picked saris for the perfect occasion. Deeksha Sharma, founder, Via East, tells us about the brand’s journey in this exclusive conversation.
TELL US SOMETHING ABOUT YOUR EARLY DAYS.
I have been involved with the fashion industry for over 14 years now. I graduated from National Institute of Fashion Technology (NIFT), where I got significant exposure to the Indian textile industry. The experience also expanded my horizon towards modern fashion aesthetics and the intricacies of how the fashion industry works in India. Post that, I worked with both offline and online retailers. I was one of the earliest team members of Myntra and worked there for several years; joining the company at an early stage gave me the opportunity to witness and participate in its stellar growth journey. Through this experience, I got a deep, intuitive understanding of the e-commerce space.
WHEN AND WHY DID YOU START VIA EAST?
This story is from the January 2020 edition of Apparel.
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This story is from the January 2020 edition of Apparel.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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