Beyond the runways and the ephemeral allure of trends, Alpana Razdan’s Attic Salt has carved a niche for itself as a brand that seamlessly blends modernity and tradition, creating garments that reflect a dedication to sustainability, innovation, and timeless allure. Attic Salt stands out as a distinct label, fusing global influences with local craftsmanship to create a harmonious tapestry of sustainable luxury. Attic Salt, founded and directed by Alpana Razdan, a visionary leader, reflects her commitment to innovation, cultural celebration, and ethical practices, establishing a standard for the future of fashion.
Passion Ignited: Attic Salt
Razdan had the desire to bridge the gap between international fashion trends and the rich skills of local artisans. Talking about her passion for creating Attic Salt, she mentioned, “I envisioned Attic Salt as a brand championing sustainability and modernity with a passion for blending global aesthetics with Indian craftsmanship. The goal was clear, to provide affordable luxury pieces that resonate with the changing tastes of the Indian consumer, combining the best of both worlds.”
Seeding The Dream: Alviya Ethnic Wear
Talking about the introduction of Alviya Ethnic Wear, Razdan marked a natural progression in the evolution of Attic Salt. Candidly talking about this extension, she mentioned, “Alivya was aimed to celebrate Indian culture with a modern twist, fusing traditional craftsmanship, vibrant colours, and intricate detailing into modern silhouettes.” She aims to highlight the richness of Indian heritage while catering to the dynamic preferences of today’s women, encapsulating the essence of a cultural renaissance in fashion.
Keeping Fashion Innovative
A commitment to innovation and relevance is at the heart of Attic Salt. As the founder and director of Attic Salt, Razdan mentions, “This is accomplished by staying up to date with global trends, investing in research, and collaborating with artisans to incorporate traditional techniques into modern designs.”
“The pursuit of continuous evolution and a commitment to timeless elegance guide the creative process, ensuring that Attic Salt remains at the forefront of the ever-changing fashion landscape,” says Razdan who believes that being on top of the game is very crucial in the world of fashion especially since a new trend keeps coming in every minute.
New Casual/Streetwear Label
Attic Salt’s calendar has a new launch! Gushing about the launch, Razdan added, “Yes, we are planning to launch a new venture aimed at Gen Z, embracing the spirit of youth culture. This collection will emphasize comfort, functionality, and urban aesthetics, anticipating trends like sustainability, inclusivity, and versatile styling.” Speaking about what distinguishes the new venture, she added, “It promises to deliver a fusion of street style and a conscious ethos, reflecting the brand’s commitment to meeting the fashion landscape’s evolving demands.”
Experiencing Difficulties and Overcoming Them
Although Razdan has seen the highs of starting a new venture, she has experienced a fair share of setbacks as well. Talking about the hindrances on her road to success, Razdan mentioned, “Establishing a strong sourcing base and ensuring a smooth brand launch was not without its difficulties. Overcoming these obstacles necessitated consistent dedication, the use of industry connections, and the adaptation to market dynamics—all while remaining true to the brand’s ethos.”
The Role of Fashion in Social Change
Beyond creating exquisite garments, Razdan believes that Attic Salt recognizes the fashion industry’s transformative power. She emphasizes the idea that fashion can be a catalyst for positive societal changes by empowering women through skill development and economic independence, promoting inclusivity, diversity, and fair labour practices. This ethos is embodied by Attic Salt, which demonstrates the brand’s commitment to social responsibility through its practices and principles. Attic Salt remains at the forefront of the fashion industry’s rapid evolution by embracing technological advancements. The ever-resilient Razdan has turned every obstacle into an opportunity and developed Attic Salt into the innovative brand that it is today.
