anita dongre storms soho with indian craftmanship

August 23, 2017

words by: Bere Wangge

Anita Dongre is the fashion designer powerhouse you probably didn't hear about until last year.

Dongre launched to international recognition when the Duchess of Cambridge wore one of her designs during a royal visit to Mumbai in 2016, but she's long been considered one of the most powerful fashion figures in her home country. Since her first store was established in India in the 1990s, her fashion empire now contains and manages five brands: AND, Global Desi, Anita Dongre bridal, Pinkcity and Grassroot. 

In response to growing global popularity, Dongre decided to open her first store in the United States. On Broome Street in NYC, the store carries the Grassroot line, Dongre's sustainable brand. 

Grassroot store at Broome Street, New York

Grassroot store at Broome Street, New York

Founded in 2015 under the philosophy of Revive Sustain Empower, Grassroot is a tribute to the handcraft traditions of India. To create each item in the Grassroot line, Dongre collaborates closely with local artisans to revive the forgotten techniques and weaves, sustaining the traditions for future generations. And she works with NGOs to provide a better livelihood for the artisans. 

What comes from the collaborations are designs that are unmistakably Indian, contemporary and very much worldly.


Images c/o Anita Dongre and @anitadongregrassroot

Keep up with Grassroot by liking their Facebook page here.