Arte-Alter: An eco-friendly fashion & lifestyle label

“You can have anything you want in your life, if you dress for it”

Wearing a designer clothing or textile is about making a fashion statement. Whether it’s a meeting, interview, wedding, birthday or any kind of occasion, a person spends a lot on their outfit to stand out from the crowd and thus create an impression.

Designer clothes are the real diamonds. Every designer textile is different and it is customised as per your requirement so that you can flaunt it in your own way and feel beautiful from inside. Clothing always reflects about a person’s personality and beliefs.

Arte-Alter depicts an alternative form of art, it is an eco friendly fashion and lifestyle label by Priyangsu Maji (director and co-founder) and Ambrish Kr. Jha (director and co-founder) in JANUARY 2019, having experience of more than a decade in this industry.

Arte -Alter proudly promotes sustainability and social responsibility as its core design philosophy and that is very nicely reflected in their products and more importantly in the design and development process.

They firmly believe in creating impact from the betterment of artisans in terms of health & safety, and women empowerment.

Arte-Alter belongs from the city of Calcutta , which is a land of art and culture and it is a city which do not claim to have achieved socialism or communism rather the city claims to be building and working towards the establishment of socialism.

Inspiration cannot be contained in a box; it can come from anything and anywhere-Every nook and corner of Calcutta , whether it is some architecture or people on the streets or may be just a yellow cab passing by.

Arte-Alter is a reflection of Calcutta’s rich culture and its accomplishments. Simplicity is the ultimate form of sophistication.

As you know there is a very famous quote by Steve Jobs which says “Simple can be harder than complex, you have to work hard to get your thinking clean to make things simple but it is worth it in the end because once you get there, you can move mountains”.

Hence comfort and care is the key and that is why, Arte-Alter takes immense care to provide one with fabrics made out of Azo-free and natural dyed yarns. The yarns used are all natural yarns like Khadi, cotton, silk and linen and are hand spinned yarns (it is an ancient textile art in which fibers are drawn out and twisted together to form a yarn).

The advantages of using natural fabrics is that they are biodegradable, breathable, soft, durable and also can be produced organically. These fabrics are very comfortable to wear, are porous, and they do not cause any harm to the nature. Moreover when produced , the fabrics are hand washed in minimum amount of water, after the fabrics comes out of the loom, to make them soft and reduce the possibility of further shrinkage.

The main idea of Arte-Alter is to cater people with pure handmade clothing and convince them to shun any kind of use of polyester and its blends and to provide employment .Thus empowering weavers, women, and generates employment. They are presently working with 30 hand weaving clusters from all over West Bengal, each cluster having more than 20 textile hand weavers.

“We as a brand do not target a particular segment of the society as our clientele, rather we want every single person of India to shop and possess a handloom product from Arte-Alter in their wardrobe”

As the word sustainable goes, which means sustainance of the nature, natural resources and human lives.

Arte-Alter is a sustainable, ethical and responsible brand who use natural and azo free dyes for dyeing the yarns, thereby working towards maintaining a ecological balance by reducing water contamination.

“Arte-Alter” is a dream project for Priyangsu & Ambrish, where they gets to work with artisans and weavers at the grass root level and use their textile knowledge to develop and create contemporary textiles and give the existing and old art forms a modern twist. Every product is made by hand i.e. the real art, celebrating handmade craftsmanship and that is what we as a country should be proud of.

During this pandemic too, providing employment to so many workers is really a big thing for the brand.

Fashion trends will vary as the world slowly emerges from the pandemic with weddings or occasions now becoming more intimate, smaller in size there are various trends upcoming as one wants to look best and unique in their own way.

This all will also help the artisans and the handloom communities. So, check out the collection from their website or their social media handle and order your designer masterpiece now to flaunt it in the best way possible.