Rafu'd, founded by Shaishavi Mehta, is a brand that merges traditional craftsmanship with modern design, offering narrative textiles that speak to a younger, eco-conscious generation. With each collection, the brand explores different art forms, from handloom weaving in Kutch to intricate embroidery, working closely with artisans and master dyers from Ahmedabad. Sustainability is a cornerstone of the brand, utilising materials like Tencel, Kala cotton, and organic fabrics, while maintaining minimal waste and recycled packaging. Rafu'd strives to present ancient textile traditions in a contemporary context, making them accessible to Gen Z without compromising on ethics or quality.
Shaishavi believes sustainability should be a prerequisite for any fashion brand, not a selling point. Rafu'd’s limited production runs ensure that nothing becomes deadstock, and the brand emphasises finding buyers who appreciate the craftsmanship behind every piece. By balancing traditional art forms with conscious consumerism, Rafu'd creates a fashion-forward, culturally rich experience that resonates with modern sensibilities.
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