Page 40 - ABFRL SUSTAINABILITY REPORT 2016-17

ReStoring

RESPONSIBLE ENVIRONMENTAL PEOPLE SOCIAL
E C O S Y S T E M S STEWARDSHIP FINANCIAL SAFETY PRODUCT RESPONSIBILITY

LOCAL SUPPLY PETER ENGLAND

Balance always brings harmony. At ABFRL, we
continually strive to create the right blend between We integrated the ancient art form of Mithila painting
global standards and local intricacies. Going beyond with our modern-day menswear to create the
the economic, social and environmental bene ts that Madhubani line. Characterised by eye-catching
local supply brings, we envision a future of geometrical patterns, Madhubani painting is done with
interconnected self-sustaining ecosystems. Apart from brush and nib-pens, using natural dyes and acrylic
local sourcing of raw materials and workforce, we take pigments.
being local to the next level by incorporating ancient
regional art forms into our products.
EARTH CHINOS
Be it sustaining traditional crafting methods,
Eco-friendly
preserving antique printing techniques,
chinos made
leveraging the skills of local artisans for ne
with100% organic
hand-made fabrics or harnessing the beauty
dyes derived from
of classic designs, ABFRL is steadfast in its
agro-waste
support for India's rich artisanal diversity and
champions cultural sustainability.
Preserving art through providing newer mediums of
expression and introducing traditional artists to the
mainstream facilitates a win-win situation for us. It not
only helps keep the ethnic art forms alive, but also
fosters the creation of innovative product lines which
contribute to higher revenues.
Our major brands have rolled out the following
dedicated lines which are committed to this cause:

+ ALLEN SOLLY

pieces of our Ikat shirt
collection were sold in The art Indie series include products that are uniquely
the rst 45 days
handcrafted using Ajrakh, Ikat and block printing
techniques and are exquisitely trendy. Ikat is the oldest
known hand-weaving technique with geometrical
designs. While block printing is done by hand carved
blocks with contemporary motifs created by master
craftsmen, which are then dipped in natural dyes and
printed on ne fabric to create our innovative
menswear collection.

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