Making Khadi “Young”
Hyderabad | February 2016
Every brand has a turning point—a moment where its identity crystallizes into a movement. For us, that moment happened in the vibrant city of Hyderabad during the International Glam Fashion Week in February 2016.
Until this point, we had successfully convinced mature, conscious consumers that Khadi was a premium, sustainable choice. Our clients were often those who appreciated classic silhouettes and the deep history of the weave. But as we looked at the crowd, we realized a gap: the younger generation was still looking at Khadi as something “old-fashioned” or “serious.”
Breaking the “Mature” Barrier
The goal was ambitious. We wanted to talk to the young minds—the teenagers, the college students, and the young professionals—who had misconceptions that Khadi was stiff or boring. We decided to strip away the “classic” and replace it with the “playful.”
The runway didn’t feature traditional draping. Instead, it exploded with:
- Playful Silhouettes: Asymmetrical cuts, crop tops, and breezy skirts.
- Vibrant Energy: Designs that moved with the wearer, proving that Khadi is breathable, flexible, and fundamentally cool.
- Modern Styling: Mixing Khadi with contemporary trends to show it belongs in a Gen-Z wardrobe.
An Iconic Realization
As the models walked the ramp, the energy in the room shifted. You could see the “aha!” moment on the faces of the younger audience members. They weren’t just seeing a fabric; they were seeing a lifestyle that was sustainable yet incredibly trendy.
It was during the preparation and the subsequent success of this show that we found the words that would define our mission for years to come. We realized that Khadi isn’t just a relic of the past; it is a fabric for the future.
That night, our iconic tagline was born:
“Khadi is young and for the young.”
The Legacy of Hyderabad
The International Glam Fashion Week wasn’t just another show on the calendar. It was the point where we committed to being a bridge between tradition and the youth. We proved that you don’t need to be “mature” to appreciate Khadi—you just need a sense of style and a love for creativity.
