Izhai (pronounced ee- lhai) meaning thread or “nool” in Tamizh, a clothing brand that ties together indigenous artisans and contemporary fashionistas, was incepted with the primary intention of establishing an accessible platform for struggling local artisans and aided in bringing all their work under one roof. Keeping in tune with our tradition and culture, it was decided that we come up with a name in our own language. We sought out a Tamizh teacher for the same and ‘Izhai’ was born! Tamizh was chosen as it reflected the ethnicity and vibe we were trying to emulate, made it easier for the producer and the consumer to relate to us. The logo, is a piece of thread entering the needle’s eye. The post industrial revolution period saw handlooms being rapidly replaced with power looms decimating authentic traditional artwork along the way. So, in an attempt to salvage the dire situation, we decided to approach said artisans, buy their products and transform them in to modern silhouettes to cater to the urban demographic vitally reviving the dilapidating art forms. Our concept is to capture the essence of local fabric and translate in to modern, contemporary trends and deliver it to the people. We work exclusively with handlooms and we strongly believe in working for this cause.