Mumbai: A new-age fashion brand that brings out the culture of Rajasthan with a global vision, Rangeelo is the brainchild of Preeti Udaiwal. Based out of Jaipur, Udaiwal comes from a family of traditional block printers and is inspired by her roots in traditional textiles. She has set her mind towards creating internationally recognisable clothing that is still rooted in culture and is a seamless depiction of a contemporary woman.
Udaiwal said, “The history of Sanganer in print is around 500 years old. The Sanganeri prints are known for their delicate and fine designs, floral patterns, petal motifs and a unique blend of traditional styles of printing. I have always been mesmerised by the craft of local artisans and their precision in block printing. The Rajasthani Ghera and flare is also a beautiful silhouette which I find extremely appropriate for the Indian weather conditions.
We are working with fabrics like Chanderi, Georgette, Cotton, Mulmul, Chiffon, and Organza and techniques like Mirror Work, Tie & Dye, Block Printing, Gota and Thread Embroidery, all of which are carefully handcrafted. We are also reinventing the colour palette associated with Rajasthani culture by including pastel colours in our collection. Rangeelo believes that the number of permutations and combinations that Indian craft and techniques have is admirable.
Each collection of Rangeelo is an ode to the vision of Indian artisans who have taught us the ability to convert a plain, versatile fabric into accentuating silhouettes. We are also a size-inclusive brand as we cater from XS to 3XL and also take custom orders.
Rajasthan is rich in culture and has a lot of untapped potential in terms of fabrics, craft, colours, technique and creativity together. With Rangeelo, we want to bring all of Rajasthan under one canopy and celebrate it in its full glory. The brand has started operations through its own D2C as well as a marketplace like The Loom,” concluded Udaiwal
