Fashion, Features

Uncrate India Arrives at Holt Renfrew

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By: Sarah Horsfall This season, Holt Renfrew’s Director of Brand Strategy, Alexandra Weston, collaborated with designer Waris Ahluwalia, founder of House of Waris, to showcase India’s rich and diverse culture. Ahluwalia is said to embody “the romance, vibrant culture, and sophistication of India,” which according to Weston, makes him an ideal partner for this project. For the project’s launch, Weston and Ahluwalia traveled throughout India to discover and to collect handcrafted merchandise from sixteen different designers. In the collection are products like block-print textiles, batik silk scarves, hand-woven rugs, and an exclusive jewellery collection from House of Waris. According to Ahluwalia, the purpose of the journey was to seek “contemporary interpretations of ancient ideas and products that transcend borders.” Screen Shot 2014-03-31 at 12.20.39 PM ‘Uncrate India’ is an extension of Holt Renfrew’s Project H (May 2013). Led by Alexandra Weston, the project was designed to provide a unique in-store shop of merchandise that affiliate with special stories. Its mission was also to support global cultures, crafts, and artisans as well as products made from sustainable or responsible materials. Beginning April 1st 2014, ‘Uncrate India’ will be present at various Holt Renfrew locations, including Bloor Street, Yorkdale, Calgary, and Vancouver. The shop will support UNICEF’s lifesaving work for children in India with a $15,000 donation to support local initiatives.

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