In a world driven by fast fashion, where speed often overtakes soul, I consciously return to brands that value story, sustainability, and skill. One such brand is @itokri, a heaven for handmade, heartfelt, and homegrown creations. Therefore, this post is about a conscious choice I made as a buyer, a creator, and a proud Indian.
- Recently, I indulged in a few pieces from iTokri –
A beautifully handcrafted tie & dye Bandhej print kurta that feels like poetry in motion. The kurta has gota and Ajrak patchwork. As a result, it feels both elegant and deeply rooted in tradition. The hues, the flow, the traditional artistry — everything about it whispers stories of our rich heritage.
- And a delicate, handmade jewellery piece that instantly elevates any look — festive, formal or free-spirited.
Fast fashion may offer instant gratification; however, at what cost?
The industry thrives on mass production, exploitative labour, and environmental harm. Clothes are worn a few times and discarded, feeding a cycle of waste. In contrast, slow fashion honours craftsmanship, quality, and sustainability. In India, where every region boasts its textile heritage — from Bandhej and Ikat to Chikankari and Kalamkari — embracing slow fashion isn’t just a trend, it’s a responsibility. When we choose handcrafted over machine-made, we don’t just dress differently — we make a difference.
Moreover, what makes iTokri special isn’t just what they sell – it’s how they do it. In fact, this is a brand that supports over 500 artisans and craft clusters across India. Each product is a piece of someone’s passion – be it a block printer from Rajasthan, a weaver from Bengal, or a jeweller from Madhya Pradesh.
Additionally, the packaging is recyclable and earth-friendly. And that personalised handwritten letter took my heart!
The approach is rooted in slow fashion, which means conscious choices, limited production, and a deep respect for our environment and culture.
In contrast to the wasteful cycle of fast fashion, iTokri invites you to build a wardrobe that tells a story – a story of craft, care, and culture.
I’m sharing this not just as a happy customer, but as someone who believes in mindful living. Supporting brands like iTokri means empowering artisans, preserving age-old techniques, and wearing pieces that have heart and heritage.
So if you’re someone who values authenticity over trend, and soul over speed, do explore www.itokri.com. You’re not just buying a product. You’re becoming part of a movement.
Neerja Bhatnagar