In 2003, Ashish & Viral Parikh of Ahmedabad launched their label Virtues and at the moment the label is sold at over 21 designer stores across the country and abroad.
Viral graduated from NIFT, Gandhinagar in 1999 after an internship at the House of Dior, Paris for John Gallianos Autumn-Winter Haute Couture Collection 98. After the graduation she joined her hands with her husband Ashish, who is a qualified MBA from Australia, to give birth to Studio Virtues, Ahmedabad in Januray 2003. Viraj Mehta, a significant part of the team since its inception.
nIn 2007, Vikrant Mehta joined the team to add more flavour to the label.
This SS14 collection pays tribute to homegrown Indigo!
nFor centuries Indigo had remained pride of India and now the situation has changed. Almost all Indigo prints available in the market are product of dye imported from Europe. Homegrown Indigo is rare and it is an attempt to preserve the Indian Pride. “We have used homegrown indigo processed and fermented naturally in India”.nThe collection is a mix of contemporary fusion silhouettes mainly in Ivory and Indigo. Kantha and Aari embroidery is used extensively. Its a bold attempt to revive the beauty of Natural Homegrown Indigo and save the eco system!n n nBuyers Contact:nAshish ParikhnMobile:+91 9825069622nTel: 079 26303086nFax: 079 26890640nEmail ID: studiovirtues@gmail.com, parikha@hotmail.comnWebsite : www.studiovirtues.comn nMedia Contact:nAshish ParikhnMobile: +91 9825069622nTel: 079 26303086nFax: 079 26890640nEmail ID: studiovirtues@gmail.com, parikha@hotmail.comnWebsite : www.studiovirtues.comn
