Amit Vijaya and Richard Pandav, the guys you’ll see having a hearty meal at Dilli Haat or down at the German Embassy at oktoberfest are the duo behind the exquisite and delicate designs of the label amrich. The name being a clear amalgamation of their names is also because of the match that their design sense found while they were both back at the National Institute of Design.
But apart from just the obvious derivation the name also mean, as we are told, “It is meant as a statement. For the person who recognizes and values the understated appeal of true luxury, which comes from a confluence of fine natural fabrics, elegant cuts and precise finish with an essence of tradition to create a distinct look.” While that sounds like an awful lot it basically means that the both of them painstakingly pick fabric and spend a good deal of time dying them, making cuts that cut through the trend space. It is not just a usual dress made with printed fabric. Each line follows a design theme and every piece is different.
Amit talks about the process that goes into amrich, “There is a lot of doodling and scribbling initially which then gets worked into sketching and computer renders to get a look of the kind of textiles we would want. This involves playing with colours and understanding limitations and possibilities of developments done in various clusters.” They work with a variety of surface treatments, tie dye techniques, bandhani, shibori, hand block printing, mud resist printing. The prints are derived from original artwork done by them which then gets converted to blocks primarily geometric prints. more graphic and less floral. “since we work with handloom, the design process starts nearly a year in advance as the fabrics take a long time to reach a final stage. Sometimes the sampling can go horribly wrong and then we have to head back to the drawing board”, this being the reason why their garments stand out as much.
This happens all in their studio in Delhi but what goes into it is surprisingly technical. Amit a science graduate went on to doing digital graphic design and printing in Kolkata, to create promotional material for his clients. And his clients from the fashion side of life inspired him to use textiles as a creative output and led him to study Textile Design at NID. This is where he met another Richard- another Computer Applications graduate who was doing apparel design and merchandising. Working together their thoughts synced and one thought transformed into fashion line ‘Itajime Blue’ which was also showcased as their debut collection at the Lakme Fashion Week in 2007 while still at NID.
Amrich quickly got a few feathers in their cap, in 2007-08 they were awarded the Apex Award for best student designer by CMAI and also “Pride of NID” in 2008. Their garments are worn by the who’s who of the city and some well known faces of the film industry including the very stylish Sonam Kapoor. Their garments are available at Ensemble and Ogaan in Delhi.
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