In the cluttered landscape of fashion in India, there are few crusaders still upholding the idea of sustainability by promoting the Indian handloom industry. One of these is Bengaluru-based brand Tree JM, which embarked on its journey in the fashion industry in 2016. “We started with a profound love for the simple joys of life and an appreciation for the beauty found in everyday moments. Our brand ethos is rooted in a deep passion for celebrating life through comfortable clothing that reflects the essence of freedom and individuality,” says Jasna Moidu, the founder of the brand.
Primarily focusing on highlighting Indian craftsmanship, the brand collaborates with skilled artisans from around India. They have previously collaborated with artisans from West Bengal, Kutch, Rajasthan, and Kerala, with a focus on crafts like Jamdani, Ikat, Bandhani, Tangaliya, hand embroidery, and Kutchi. Throughout this process, they have remained committed to sustainability. This is evident from their grassroots level collaborations directly with weavers, the use of handspun and handwoven textiles as well as natural materials like cotton and silk for their collections.
“At the heart of Tree JM’s designs lies the message of inclusivity and comfort, aiming to create clothing that brings joy and a sense of connection to nature. Our collections are inspired by the vibrant colors and intricate patterns found in flowers and the natural world,” adds Moidu.
Their latest collection called ‘Kaathal’ features Bagru hand block prints created with natural dyes and motifs inspired by traditional Rajasthani art and culture. The hand block prints are from the village of Bagru and the natural dyes include indigo, turmeric, and madder, which lend the textiles their vibrant colours. While the black colour is made from a combination of iron and jaggery.
“The name ‘Tree’ symbolizes our deep-rooted connection to nature and the values passed down through generations. It reflects the fusion of my mother’s love for nature, my father’s aspiration for meaningful endeavours, and my own vision of clothing that embodies freedom and authenticity,” says Moidu.
She further adds, “The idea behind starting the brand was to pay homage to our love for the little things, for beautiful things. A love for dressing up and celebrating life, a love for comfort clothing, a curiosity for detailing, textile and crafts and ultimately the freedom to be our own authentic self.”
Moidu’s journey from the development sector to promoting sustainable fashion was driven by a desire to create positive change within the industry. She describes the journey as one filled with the adventure of new learning, finding one’s own hidden talents and most importantly, consistently pushing oneself to achieve a dream that kept evolving over time. Her partner Labeeb, whom she describes as being creative and fond of dressing up, is also committed to bringing the brand’s vision to life. His keen eye is responsible for the aesthetics of the final collections. Together, they also run Cafe Zubaan in Bengaluru – a place where conversation, literature, music, and delicious Middle Eastern inspired cuisine come together to create a vibrant community space.
Moidu says, “The journey of Tree JM has been an adventure of continuous learning, self-discovery, and a steadfast commitment to evolving dreams. Together, we invite you to join us on this journey of creativity, sustainability, and meaningful connections. We hope to promote a feeling of inclusivity and comfort through our clothes which make the wearer feel happy and close to nature. We take inspiration from the colours and flowers found in nature.”
She ends by sharing, “We are delighted to share our journey spanning a large number of traditional crafts, regions, techniques and materials over the past eight years. What began as an exploration into the wide expanse of culture and craft has shaped Tree JM with its stories and unique offerings. From various cottons to silks, kutchi to jamdani, bandhani to ikats and from a single artisan to a growing family consisting of over 50 craftsmen, we take immense pride in all that we have created. We have always strived to work with the best artisans in India to bring forth a diverse design and craft vocabulary that truly celebrates the spirit of India as a whole. Our journey through the many ups and downs has been remarkably shaped by the challenges and opportunities of this sector. Every day, we go on a new learning curve spanning everything from colours, patterns, materials and loom techniques that have come together to create our humble brand – Tree JM.”
Noor Anand Chawla pens lifestyle articles for various publications and her blog www.nooranandchawla.com.