For me, personally, just like many others across the world, my heart was broken having been enlightened to the devastating practices and impacts the fashion industry has on society and the environment. I was dumbfounded to discover how ‘luxury’ conventionally meant the consequential harm on others and the environment through widespread unethical practices. I became a strong believer that “You decide the world you want to live in by voting with your wallet”, and there was no doubt in my mind that sustainability is going to be the core value of the future. My upbringing in India and knowledge of the luxury market, combined with my newfound shock and understanding, motivated me to do my part in making ‘luxury’ socially and environmentally sustainable.
One summer, I travelled to Turkey for my vacation. I came across a small, beautiful textile atelier on the coastline, where artisans made towels, and I was extremely impressed by the quality, versatility, and technique employed. There, I learned that in the short span of fewer than twenty years, approximately eighty to ninety percent of all the hand-waving artisans and their knowledge have been lost. There was no way that I was going to let the art of old looming die out, so Etisha Collective was born in 2020. Now we are a small team working towards shared values and purposes, doing our part to make the world a better place, by creating exquisite towels, employing 17th-century techniques treasured in Ottoman weaving heritage. Etisha has launched in an interesting time of our history, where the world has turned upside down by the outbreak of the Covid-19 pandemic and great socio-political changes. It definitely has been a challenge for a small business like us, but in hindsight, more people are waking up to the layers of oppression and injustice we face today in society and are being encouraged to challenge the status quo, where we believe it unjust and going further to educate ourselves.