Inspired by a deep connection to nature and driven by a responsibility to protect it, Charmee Ambavat is the founder and creative director of Terra Tribe. The label focuses on designing apparel that is at once aesthetic and mindful, conscious of its impact on the environment.
Early Days
Although a successful designer now, Charmee does not come from a background in fashion. Initially, a finance professional, Charmee had completed her education in chartered accountancy. However, during her time working in banking and investment, she felt unsatisfied with the career she had chosen. Looking to pivot, she chose to return to academics, this time indulging her more creative outlook. ‘I went ahead and studied design at NIFT since I was always creatively inclined. That’s how my fashion design journey began.’
Having always felt connected to nature and various indigenous tribes and cultures around the world, Charmee leaned into her environmental sensibilities in her work at NIFT. ‘I got deeply intrigued by sustainability and our footprint in this world, and for my graduate collection, I went to the Northeast of India.’ Through her travel and research, she was able to create a naturally dyed collection with peace silk, a type of silk harvested using non-violent methods. The waste material from the collection was used to create a capsule collection for kids, making it a zerowaste project overall.
Terra Tribe
The word ‘terra’ refers to Earth and soil in Latin, reflecting the label’s dedication to sustainability, while ‘tribe’ highlights the community that the label has built, both within the label and in its customers, who work to minimize their footprint on the environment. Terra Tribe’s innovation in the solutions they create for challenges in the road to sustainability, such as finding ways to use waste material from collections in a meaningful manner. ‘It all boils down to your determination to work sustainably. It’s not easy, but it’s very worth it.’
The aesthetic of the label itself is inspired heavily by the environment and cultures around the world. Natural colours are used in the designs, whether it be neutrals and earth-tones or vibrant colours reminiscent of fresh fruit off the branch. The silhouettes are a combination of traditional and contemporary, ‘modern yet deeply rooted in nature and indigenous cultures.’
Reborn
Inspired by Charmee’s travels to the northern parts of Japan, Reborn is Terra Tribe’s latest collection. The foundation of the collection is its fabric, consisting of one ton of processed waste material, which was used to create the handmade textiles for each of the pieces. True to its essence, this collection by Terra Tribe is a beautiful reminder that style and sustainability can go hand-inhand; it just takes the right kind of creativity and compassion to do so.
The raw nature of the collection is reflected in its imagery as well, each piece modelled and shot against the beautiful backdrop of the Brahmaputra River. The deep, rich colours in each piece are inspired by those found in nature, reminiscent of the autumnal tones one would find during fall season in Japan. Charmee’s personal favourites from the collection are the Handwoven and Upcycled Copenhagen Trenches, in both green and black, due to the versatility in their design, making them an easy staple and a long-lasting piece in any wardrobe. With each collection, Terra Tribe aims to continue to work with compassion towards the environment, hoping to eventually become a carbon-neutral fashion brand.
Founder of Terra Tribe, Charmee Ambavat
Words Ayushie Shahane
Date 8-8-2025