Anita Dongre’s sustainable clothing brand, Grassroot, makes its international debut

14 Jul , 2017  

The tony store is located in a historic 1890 Romanesque Revival masonry building in New York, and will sell ethically sourced apparels and accessories.


By Shikha Talwar




Anita Dongre recently opened doors to her eco-conscious luxury prêt label, Grassroot’s, first international brick and mortar store, in SoHo’s Broome Street, New York.  Launched in 2015, Grassroot is the newest brand of the Mumbai-based designer internationally recognised for her traditional design philosophies. The label was born out of the need to provide steady opportunities to India’s skilled artisan communities. The label’s New York is the fifth store of the label.


Grassroot NY


The space has been designed by architect Shonan Trehan. The 1500 sq. ft. space is suffused with natural light and boasts subtle rose gold, cork and recycled wood interiors, along with custom-made racks made from old-school shuttle machines that were used to handweave fabrics and dreamy wall panels crafted from rich Chanderi and Khadi textiles.




It takes an average of three months for these clothes to be made. Said Dongre, “To the city that never sleeps, Grassroot brings a world of patience and crafts that don’t submit to a schedule. Every piece of fabric woven, block printed or embroidered is done by a group of artisans who give it the time and attention it deserves. This marriage of two distinct worlds is a dream come true.”



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2 Responses

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