HAUTE HANDLOOM

The label EAST from Ukhrul, Manipur, is the brainchild of NIFT Delhi alumnus Easternlight Zimik. A conversation.

- DHARITRI GANGULY

THE eco-conscious, homegrown fashion label EAST is the brainchild of NIFT Delhi alumnus Easternlight Zimik, who returned to his roots in Ukhrul, Manipur, to weave a story steeped in the history of his land. The brand is rooted in the loom-weaving traditions of the Tangkhul and neighbouring communities, translating them into slow, contemporary fashion. Naturally, his initiative has generated both employment and cultural pride. Recently, actor Sonam Kapoor was seen in an outfit by EAST at a dinner, which catapulted the brand to national fame. Zimik shares his story with us. Excerpts from a conversation:

How does being an artist help in your fashion designing process?

The artist and designer in me constantly inform and embellish each other. While the 'artist' pushes experimentation, storytelling, and emotion, the 'brand' demands discipline, structure, and responsibility towards my team and clients. In practice, the work with EAST takes priority, but that intuitive, artistic instinct fuels it, since one cannot exist meaningfully without the other.

If you had to define your brand, how would you do it?