AME by Geethica Naidu

Courtesy ame
Courtesy ame
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India is rich in craft heritage, yet many forms are on the brink of extinction. At Ame, our intention is to bring forward the unheard stories of artisans and their crafts, giving them a voice and a platform.

The primary goal is to uplift the craft segment, creating pieces that are authentic and handmade by craftsmen. The team is committed to preserving the essence of traditional crafts while reimagining them for today’s cultural context.

The process is meticulous and involves several stages:

  • Selecting a craft or art form.
  • Visiting its place of origin to understand the people, land, and culture that shape it.
  • Studying the craft from its fibre level.
  • Using rheir findings to create designs that honour the tradition while making it relevant to modern aesthetics.
  • This hands-on, experiential approach ensures their work is deeply rooted in authenticity.

The origin of Pashmina is from Ladakh and not Kashmir as most people think. The fibre is combed out from the goat and washed. So about 300 grams of fibre from one goat drops to about 60 grams after the wash. This fibre is then spun and then made into fabric – a little less than one meter.

“Before focusing on Pashmina and Ladakh, my team and I explored several other regions. One of our stops was Srinagar, which is rich in crafts such as Sozni embroidery, Kani weaving, and crewel embroidery. While studying those art forms, I noted that the common thread among these crafts was their base – wool. Pashmina felt like the perfect starting point for Ame to establish itself as India’s premier luxury brand, as it embodies authenticity, heritage, and unparalleled quality. Our fabrics are rare and unique, and we go to great heights to make this happen—literally. The origin of our first collection begins at an altitude of 14,000 feet above sea level,” says Founder Geethica Naidu.

Read the full story that first appeared in The New Indian Express dated 02 Feb 2025 here:

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