The story: Dhuri
Dhuri means the ‘Axil’, the point from where a new leaf stalk grows on a stem. The very thought was put to action by Madhurima Singh, a fashion graduate from NIFT Mumbai.
Madhurima always endorsed the fact that a good design is a balance of creativity & functionality. This is where Dhuri was born.
The brand has a lot of thought and story put behind every design and detail. Keeping the choices in mind, as to, how, where and who will wear it.
Dhuri blends Science with Heritage. The brand is a metaphor of classic fabrics, ranging from Handloom to the latest organics like Ingeo (corn fibre), Tencel (Eucalyptus Fibre), Soya protein fibre, Bamboo fibre and banana fibre.
After her graduation, Madhurima worked with Shahi Exports and later moved on to Kolkata To work with the czar of Fashion himself, Sabyasachi Mukherjee.
These two job experiences and living in different cities moulded Madhurima into the designer that she is today. And since she had already worked with the best in the business, starting her label was something that came in very organically.
Colours have always inspired Madhurima, and that is from where every collection or range begins, and Of course, wearability and durability is a significant point that she keeps in mind.
Dhuri is continuously poised experimenting with eco and organic dyes, i.e. extracting pigment from flowers, fruits, vegetables, seeds etc.
A lot of skilled craftsmen like weavers and printers from across India have shown common interest with that of Dhuri and are well trained. An in-house team of tailors, pattern maker and finishing people make the brand it is today.
The USP of the brand is the quality, wide range of fabrics and the minute details you find behind every seam and hem.
To sum up, Dhuri is simple, humble, yet very well detailed clothing. A very organic amalgamation of traditional and contemporary techniques and fabrics, which is easy on the eyes and the skin, and there is something for a woman of every age and From every walk of life.