Etc
| 07 December 2011
Etc. in 10, Ambour Salai is the latest edition to Pondicherry’s every growing designer boutiques. “1995 is when I first came to Pondicherry, to intern with Hidesign. I returned back a year later after graduating from nift (National Institute of Fashion Technology), Delhi to work with the leather brand. Today, Pondicherry is what I call home after being here for 15 years.” Says Anita.
“I walked into this rundown old building, 400 sq.ft and I wanted it, no two ways about it, the centre wooden beam and the steel rafters did it for me”, says Anita Pathania. The space was beautifully restored by Devanand Nayak. This venture is a creative collaboration between the husband and wife. “Our primary aim was to maintain the age of the space whilst giving it a contemporary feel which works as a perfect backdrop to this unique boutique and venture.”
From designer furniture to fashionable garments Anita with the help of Dev has taken designing to the next level. A definitive collection of garments in light weight jerseys, dresses, highly stylized tee shirts, denim chambray and canvas pant suits are just the first few explorations. the shorts and blazer suit in canvas is the “look” for the coming season .Anita uses the word “over dying” in all her conversations r.f.d( ready for dyeing) is the technical term for all materials, that goes into making an over dyed garment. The fully constructed garment goes through hand dyeing treatments. Every piece is unique. The color palette is tight- indigoes, ecru’s and a vibrant red with hints of brown.
“One can’t work for a brand like Levi’s Strauss for 5 years and come out unscathed-I am denim addict.” Extending the line into furnishings is where Anita has taken over-dyeing to the next level. Hand-embroidered Kashmiri art work rugs and cushions add complete drama to the acid washed denim upholstery on the furniture, which mostly being French colonial. The distressed finish on wood called “serouse” is a technique dev has perfected over years. He spends time rummaging through furniture warehouses looking for those clean line furniture pieces “to work and play” with.
The rustic over-dyed sheep wool rugs in indigoes and reds bring a complete contrast to the hand embroidered cushion covers in glass beads. Anita will launch new and innovative designer wear every season. And Dev continues his work to specialize on furniture. The shop is lit with blues LED’s and the white wash on wall makes a very interesting visual. As for the music played in the boutique, Anita is working with DJ Sleepwalker to get the perfect tracks to suit the ambiance.
Garments priced at 1000 and above and Furniture from 50,000 onwards.
Contact: 9566639991
More Shopping in Pondicherry:
Play Clan
IO Inside Outside
Permirra
Yaka Home Design