Started by Oindrila Choudhury and Arka Kundu, ODE the label is an earnest attempt at amalgamating fashion and communication. The founder duo, having graduated from NIFT, had always found themselves attracted towards the process of design. They established ODE with a design process that revolves around aspects of sustainable living and fashion, wherein they encourage and try to uplift the local crafts and present it globally, infused with a sense of minimalism. Talking about the beginning of their journey, they tell me, ‘Things weren’t particularly easy but will be special for us forever. We were doing freelancing and simultaneously working on building our brand. We started off with a bank loan that helped us hire a few artisans, who are still with us. Our love for craft made this happen. We always feel that every garment has something to say. Especially when it has been crafted by many hands together, there always is an emotional value imbibed in it.’
The duo further recalls finding inspiration while visiting craft clusters during their college days. They learnt far more during those visits than they ever could theoretically. This developed in them an innate need to explore the Indian craft sector. They explain, ‘Revisiting those places and people made us realise we wanted to start our own label where we connect with the craft and communicate it all through fashion. Thus came about ODE BY OINDRILA & ARKA, where we communicate and indulge with nature.’
As a young startup, their process is fairly succinct. It all begins with brainstorming, undertaken by both Oindrila and Arka. They share ideas and mutually select a theme before dividing the work amongst themselves. Then they proceed with the boards, colours, silhouettes and weaves. ‘We check on the yarns to be used and consult with our master weaver and tailor. Then the main process starts, there are separate individuals for each intricate task — the yarn gets naturally dyed in Santiniketan and comes to our weaver. It then goes to our workshop, gets stitched and hand-embroidered. The finishing department handles the products. While the yarn is being processed, we begin with the patterns, muslin fits, surface work and the intricate detailing. Each and every garment is made with utmost care and is checked thoroughly before getting dispatched,’ they add.
At a time like this, when there is devastation all around, Oindrila and Arka do believe there is light at the end of the tunnel and it is hope that is helping them get by. At the moment, both are keeping busy with ideating for their upcoming collections, and on the other hand, are also attempting to incorporate a conscious and slower way of life for themselves. ODE was born during the pandemic, at the time when the world had nearly shut down. It took a lot of effort on their end to keep the endeavour up and running. While creative articulation is helping them deal with stress, they are hopeful about the future. On a parting note they share, ‘Sustainable living will be much more appreciated by people. And we think people will be much more conscious about their choices now. We all will understand that slow living is luxury. We need to slow down and appreciate life.’
Text Unnati Saini
Date 20-05-2021