Established in 2017 and headquartered New York, the label Harleen Kaur offers a distinct aesthetic by combining traditional South Asian clothing with modern eclectic, western concepts. In an interview with Paulami Chatterjee, the designer Harleen Kaur Chhabra speaks about what led her to launch the brand, and how it is incorporating sustainability and circularity into its product lines.
How did the your eponymous label come about? What was the inspiration that led to the formation/founding of the brand?
I spent several years working with amazing teams at various fashion labels in New York and my desire to blend American, Punjabi, and Thai culture to create unique, versatile clothing gave rise to Harleen Kaur. While I was always keen on starting my own brand, the inception was propelled forward when I was tasked to help find outfits for the family for my brother's wedding back in 2016. I visited dozens of stores in India and the US but nothing appealed to me. Here I was looking for bright, fun, floral kurtas, lehengas, and turbans, but every store I went to had the same few designs, none of which were quite right. Styles were even more limited for men, which was really very disappointing. So I designed a few pieces for myself and a few days later got to designing an entire collection which I went on to launch not long after the wedding festivities were over.
Which are the categories the brand is into?
The brand is into menswear, womenswear, kidswear and accessories
Who is your target audience?
Our target audience are men and women in the age group of 18-35 years.
Which category of product sells the most?
Both womenswear and menswear sell equally well.
Which price point sells the best?
Price range of $50 - $1,000 sells the best.
Which are your major markets?
Our major markets are US, Canada and UK.
How does your supply chain network work? What regions of the world are part of your supply chain?
We source fabrics and trims from around the world-from Spain, to Turkey, to China, to India and so on. We try to offer a distinct assortment of fabrics and have as many eco-friendly and sustainable options as possible. Our metal buttons and zippers come from Italy and are made from recycled alloy. We produce everything here in New York where we have a few factories that we work closely with.
Sustainability and circularity are the buzz words today. How do you incorporate them into your product lines?
Proudly produced solely in New York City, each piece is made ethically with the best quality fabrics by skilled seamstresses who are paid fairly. Using sustainable and eco-friendly practices where possible, Harleen Kaur offers Oeko-tex certified fabrics, including some partially recycled cottons and polyesters. All metal buttons and zippers are made from partially recycled alloy, and all labels and hangtags are made from 100 per cent recycled materials as well; 100 per cent recycled and recyclable packaging are used for all orders, in addition to biodegradable garment packaging. The plantable thank you cards in each order are made from 100 per cent recycled paper and embedded with wildflower seeds so customers can grow something beautiful. (PC)
This article was first published in the February 2021 edition of the print magazine.
Published on: 08/03/2021
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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