Anita Dongre makes her presence felt in NYC

New Delhi [India], July 7 (ANI): Ace designer Anita Dongre becomes the first Indian designer to open a flagship store in New York City.

Grassroot by Dongre is a conscious expression of sustainable fashion that celebrates the universality of traditional Indian crafts.

Sharing her thoughts, she says, "To the city that never sleeps, Grassroot brings a world of patience and crafts that don't submit to a schedule. Every piece of fabric woven, block printed or embroidered is done by a group of artisans who give it the time and attention it deserves. This marriage of two distinct worlds is a dream come true."

Anita's youngest brand, Grassroot was launched in India two years ago as the embodiment of her core passion - to design clothes that are beautiful and hold a purpose.

This sustainable luxury brand that celebrates Indian craft through contemporary clothing is now in the heart of New York's fashion circuit with a store in SoHo's Broome Street.

The 1500 sq. ft. space is located in one of SoHo's historic 1890 Romanesque Revival masonry building designed by architect Alfred Zucker in brick and sandstone.

Grassroot by Anita Dongre's flagship space is designed by architect Shonan Trehan to a brief that parallels the clothes themselves (design that does good for the crafts and the planet).

The space is bathed in natural light and accented by elements in rose gold, cork and recycled wood.

Every detail is special in this store, from custom-made racks that give a nod to the humble shuttle (used to handweave fabric) and dreamy wall panels of handwoven chanderi and khadi that tell the journey of the brand.

Anita's newest store in New York forms the ideal stage to introduce the world to a fashion principle built on patience. It takes an average of three months for each of these small batch production pieces to be made subverting the ecological damage and mass production of fast fashion. (ANI)