Gundi Studios Celebrates Outspoken South Asian Womxn With First Ever London Popup in October 2019
The slow fashion and progressive media brand empowering desi womxn will host a week-long popup in Brick Lane, Shoreditch on 3 October 2019
By: Dare PR
Gundi Studios was founded by Natasha Sumant, a creative director based between Brooklyn and Bombay, to honour desi womxn through a collection of handmade streetwear created through a woman-centered supply chain in India. Desi womxn are all women, including transgender women, of South Asian descent, including India, Pakistan, Bangladesh, Nepal, and Sri Lanka and their respective diasporas.
Gundi is the Hindi word for 'female-thug' or 'gangsta', a colloquialism used to describe girls who misbehave. The brand was launched in 2017 in response to the lack of representation of assertive and independent South Asian women.
In 2019, Gundi Studios is going on tour, and will be hosting week-long popups on three continents: in Bombay, New York, and London. As well as offering the Gundi community the opportunity to see and try on Gundi clothing, each space will feature an immersive art installation, host community events, and bring together a group of key South Asian influencers to create a local 'Gundi Gang'.
"We're taking our collection on tour to give people the chance to experience our brand and what we stand for in person," says Natasha Sumant, founder of Gundi Studios. "We're a slow fashion brand and believe clothes are artifacts that should be maintained for a long time so we want people to have the chance to see them up close before making a purchase."
Gundi Studios produces clothing in small batches, honouring the human cost of creating clothing. All of Gundi pieces are handmade and embroidered in India, using traditional zardozi techniques to protect ancient craft from disappearance, and counterbalance the fast pace set by global fashion brands incentivising mass production of lower-quality clothing.
"Everything we do has a feminist slant," says Sumant. "The clothes in our collection have design details that reference resistance movements, we prioritise working with suppliers that create meaningful opportunities for women, and our art depicts and celebrates bold and independent women."
The Gundi range is available for pre-order on the Gundi website. For more information about Gundi's popup at Studio 220 Brick Lane, London on 3 - 7 October 2019, visit www.gundistudios.com