The unreasonable slow fashion path breaker-of TamilNadu

The fantastic unreasonable recreator of slow fashion:?TamilNadu

“The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man (Shaw, 1903)”

In the eight weeks traversing through South India in the heat of August, September and October, I found myself immersed in a paradox. The weather was as erratic as the innovators I met—searing heat one day, unprecedented rain and thunderstorms the next, wild winds battering the countryside. And yet, everywhere I went, I met champions of India’s handicraft and handloom ecosystems. These creators—stubborn, relentless, deeply rooted in tradition—were preserving ancient crafts while breathing new life into them. Their works weren’t museum relics; they were living, breathing artefacts of Indian heritage, worn and used by people across the country and beyond.

Sowmya embodies the real spirit of the unreasonable change maker- creating an ecology, economics, inclusive and innovative path.

This is her story-real Hibiscus hero.

In the soft amber light of an Auroville afternoon, as my eight-week odyssey across the subcontinent’s artisanal heartlands drew to a close, I felt drawn to the last bastion of my journey—Pondicherry and more importantly Auroville. It was Uma Prajapathi herself, the visionary force behind UPASANA, who beckoned me to the oasis of Auroville, a fertile ground where dreamers, designers, and doers converge to reimagine sustainable living.

We began with Kalki’s showroom, where the air hummed with the silent vibrancy of plant-based fabrics, every stitch and seam whispering the narrative of hands and hearts behind it. Standing there, surrounded by the scent of organic cotton, and the tactile pleasure of handmade, I felt transported—ushered into an era of elegance and grace rooted in the earth. There, amidst the custom-crocheted designs and cuts as fluid as nature itself, enchantment gripped me; each garment seemed to breathe with life.

Just as we were soaking in this wonder, a surprising invitation came: Sowmya, the brand head, with a smile as warm as the day, appeared with an unexpected offer, “Come, visit our workshop.” There was no ceremony—only the openness of this place that held within it the quiet spirit of transformation.

We arrived early at the workshop, my wife—a writer, poet, and artist by her own right—joining me for the first time on one of these journeys. Waiting for our hosts, I was struck by the names of the brands—Hibiscus Heroes, Two Be Two—each one brimming with meaning, rich with the fire of intent. “Hibiscus Heroes,” especially, resonated with me, a harmonious collaboration between two extraordinary women, Sowmya and Anyuta, embodying the timeless spirit of creativity and the bold vision of sustainability in garments that hold the earth close.

The atmosphere in the reception was serene, the air scented with the aroma of freshly brewed coffee, flowers, and earth. There, Sowmya and Anyuta shared their tale, one of colors coaxed from plants, leaves, flowers, and roots—a palette both ancient and new, a story of cloth and care intertwined. When beneficial purity, embodied in Sowmya’s name, meets grace, held by Anyuta, something truly powerful emerges—a transformative force, organic and alive, a testament to the world they want to build.

In 2015, on a journey through the textile heartlands of Tamil Nadu, Sowmya’s vision sharpened. Walking alongside the sacred river Cauvery, now sullied, she felt an urgent calling. “The river was dark, poisoned. If people have worn clothes since time immemorial, then how did we once manage to live in harmony with nature?” That moment of dissonance planted the seed of Hibiscus Heroes, a return to the heritage of natural dyes, plant-based fabrics, and the pursuit of a new way forward in clothing.

Today, Hibiscus Heroes?is a flourishing expression of slow, mindful fashion. Sowmya, a young mother then, gave up the glitz of global fast fashion to bring alive a collection dyed by the hands of nature itself—clothing that tells a story, one bound by tradition yet modern in its appeal. Every garment a dialogue, every shade a memory of flowers and leaves.

At their workshop, we watched the workers—mostly women from local villages—confident and skilled, each engaged in a craft that feels both old and new. The process was meticulous, slow and deliberate, a commitment to quality that transcends profit. In their eyes, I saw the pride of artisanship, a reminder of what is possible when creation is more than a transaction, when it becomes communion.

In their words and work, a vision materialized—an economy of well-being, as attuned to the spirit as to the cloth itself. The garments—crafted from organic cotton and plant-based fibers—speak to more than just style. They are a reclamation, a rebellion against the harm of fast fashion, a testament to resilience, renewal, and the enduring beauty of a world rooted in harmony.

Here was someone so deeply in tune with both the material and spiritual worlds—knowledgeable yet humble, always open to learning and sharing. This woman believed that one beautiful hibiscus was never enough; they felt a profound need to support and be part of a larger movement dedicated to creating, promoting, and scaling a sustainable, well-being-centered economy, where outer and inner growth happen in tandem.

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Sowmya envisions Hibiscua?as a sanctuary of knowledge, a luminous crucible where skills are not just taught but lived. This centre?of excellence, named for the resilient hibiscus, is more than a school—it’s a stirring testament to craft, resilience, and reverence for the earth. Here, the next generations of visionaries, designers, and sustainable entrepreneurs will find a practical haven where ideas are nurtured with both rigor and tenderness. They will work with their hands and hearts, learning the old ways while daring to create new ones, so that Hibiscua?becomes both a place of becoming and a legacy for the world.

I had goosebumps—I could clearly see how this energy, vision, and reality are not only viable and possible but urgently needed.

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As I walked out of that space, my new Hibiscus shirt warming me against the heat of TamilNadu, I felt a sense of protection—a soft armor from the earth herself. It wasn’t just a garment. It was a story, a heritage, and a quiet revolution that I was proud to wear, as much a statement of self as of the earth beneath our feet.

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Learnings that are precious

A pollution-free, biodiversity-rich South India—lush, tropical?and in many ways a reservoir of ancient practices—holds an irreplaceable value. Scattered throughout are a few rare, authentic craftsmen, the keepers of knowledge and techniques that teeter on the brink of extinction. Many hesitate to share their wisdom, resistant to any influence that might dilute or commodify their craft, yet there are those willing to trust.

In understanding the craft and its materials, the truth is undeniable: while chemical and industrial processes are scalable and cost-effective, they wreak havoc on nature and on the laborers bound to them. Workers endure debilitating health issues, while plants and natural dyes offer a benign alternative, sparing the ecosystem and often possessing medicinal qualities themselves. This approach, rooted in ancient wisdom, offers benefits on all fronts—physical, psychological, spiritual?and financial.

The inherited palette of natural resources might appear limited, yet it’s abundant with possibilities. Our great-grandmothers worked within similar constraints, innovating and reimagining with what they had. With today’s eco-friendly technology, this tradition can be expanded to rival even the largest commercial brands. But this journey demands due diligence. Responsible sourcing is paramount, as opportunists and exploiters lurk, eager to profit at any cost.

South India’s bioregions hold more than enough resources, provided they are conserved and wisely shared. But no resource taken should come at the expense of food security or ecosystem balance. More than ever, this work requires a supportive community—peers aligned with our values. Equally important is building a body of consumers who understand and cherish the novelty and deeper meaning of the Hibiscus brand.

Partnerships with researchers and academic institutions can expand our impact, drawing in students, interns, and fresh minds eager to contribute. As our story unfolds, it must be told—boldly, broadly, with passion. The world needs to know we exist, to engage with us, to join in our journey. Much like the Kula 2024,200million artisans, we are part of a larger movement of 200 million artisans redefining what craft and commerce mean.

Patrons are essential, new ones who can nurture and sustain our vision. Authenticity, diversity, and creativity in form will be our hallmarks, possibly requiring self-certification to uphold standards and a collective voice to influence policy and practice.

Looking forward, the future belongs to the "Hibiscus Heroes": a centre?of excellence that amasses a rich body of knowledge and skills, serving as a launchpad for a new generation. This center will cultivate young pioneers who, understanding the intrinsic value of this work, will carry it forward with resilience and innovation, forming a new cohort of craftsmen, designers?and changemakers.

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?@200million artsans, Kula 2024, Simon Ticehurst @tbobile Anne Nicodemus Hibiscus Heroes