National Award-Winning Textile and Fashion Designer Gaurang Shah has announced the launch of an e-store for ready to wear handwoven men’s ( www.men.gaurang.co ) and “Little GAURANG” (www.little.gaurang.co ).

The brand will offer on its platform its sustainability-led premium clothing, hand-loomed by his team of 800+ craftsmen. The new portal will house his couture pieces and the pret-line, making it a one-stop fashion destination for trendy, casual wear and special occasions.

The idea behind the online platform Gaurang Shah says is, "People have more time to focus, search on what’s online in the last several months due to the pandemic, those who are missing retail therapy, still need to know where their favourite designer clothing is accessible online."

The Men’s catalog offered at the e-store will list an array of the designer's signature handwoven, Bandi Jackets, Kurtas, Sherwani’s all-occasion collection, tailored to perfection, a combination of traditional motifs with contemporary textures for the new-age men. "There was always a strong demand from my clients to expand my signature to menswear, and I thought this is the right platform to launch them."

The menswear catalog offered on the platform lists a wide array of textile art, mirroring Indian culture, amalgamating traditional motifs with contemporary textures, a heritage piece the new age man will love to own.

Every single piece is painstakingly woven for several months using the jamdani weaving technique transforming them into an heirloom piece. Various textures are created infusing yarns like khadi, Muga silk, Tussar silk, Organza, and Silk.

Through Little Gaurang, the designer is introducing a handwoven fashion line that integrates khadi, handwoven fabrics, and the wellness of natural dyes on the prints of these fabrics for 0-12 years kids.

Every design in the catalog is further accentuated with delicately tailored sleek designs that emphasise on comfort and wellness of the kids.

“As a parent myself, I am extremely conscious of the profound and long-lasting impact we can have on the child’s development and wellbeing draping them in aspirational clothes. This special line made for the little digital fashion consumers reflects that belief.”

"At Little Gaurang, we believe that a life well lived begins at childhood. Being a strong believer in the permanence of Indian motifs and fabrics, our collection is made of materials locally sourced from different parts of India," he added.

Every piece is handcrafted in collaboration with artisans from across the country to include weaving, dyeing, and printing into our design collection.

“We earnestly believe that any fabric that touches a baby’s skin matters, because they’re skin is extremely delicate. Therefore, all our products are as natural as they can be, with no harmful chemicals, no synthetic fabrics, natural dyes, and hand-woven.”

Known as the master of weaves, Gaurang strives to create exquisitely handcrafted masterpieces. Gaurang’s passion has led to more than 800+ weavers working with him today all over the country.

He continues his passion to preserve Indian textile heritage arts like Kanjeevaram, Khadi, uppada, paithani, patan patola, Banarasi, Kota, Maheshwari, Bengal weaves and translates them into niche outfits.