AM.IT by Amit Aggarwal came into existence when the term craftsmanship was looked at and the question of the way it survives in India was raised.
The established products by the artisan, the industrial byproduct from greater commerce and AM.ITs parent label Amit Aggarwals imagery & execution; the coming together of these three very distinct nature and ages of practice translates into an anonymous domain of fashion.
Applying conventional Indian hand printing and dyeing techniques on hand woven, organic fabrics alongside industrial waste, recycled plastics and other uncommon materials, morphs the traditional idea of beauty with an outlandish progressive aesthetic.
AM.IT is for the person who has accepted the past and is open to its future; nearing completeness, hence the brand name (I am it).
Amit Aggarwal set on a journey to study India as a cultural union. He walked through the streets of south and east India steaming with rich history, studded with magnificent towering temples of south and surrounded by finest muslin textiles of the east.
The fusion of these multi-dimensional cultures inspired this collection.
The trail began as he walked through the temples of the south covered surrounded among psychedelic beings. The colorful stripes painted within the temples, at once created a graphic movement forming linear optical illusions.
His journey extended to the east amongst the clusters of houses, cultures, color and cuisine. A delicate woven through brocading method, jamdani became the catalyst for this cultural fusion.
Using regional hand woven fabrics with contemporary industrial materials formed the relationship between the colorful cultures of the south and organic nature of the east
Buyer Contact:
Amit Aggarwal
M: +91 9899323789
E: studio@amitaggarwal.com / sales@amitaggarwal.com / amit.aggarwal0000@gmail.com
Media Contact:
Amit Hansraj
M: +91 9873228801
