On March 1, the new brand Core by JSI held a soft opening and coffee morning at its first ever flagship store. Launching both the brand and the store in tandem, the event’s host Barkha Ahuja invited a host of fashion influencers and creatives to browse the designs. Core by JSI is a joint venture by the mother-daughter duo CEO Jyoti Sachdev Iyer and creative director Sayesha Sachdeva and is a fashion brand built on the idea of sustainable, biodegradable textiles.
“The idea behind starting this brand/ range of clothes was to give people slow fashion without it being anti-fit, or only in linen or cotton,” Sayesha Sachdeva told the Bangalore Mirror. “I wanted to create something that people could wear everyday. Most people are so consumed with fast fashion that they never think of what they’re putting on their bodies. What I want to do is to give them something that is good- for them and the environment.”
Offering a fresh take on sustainable fashion, the brand and its boutique are both modern, minimal, but bold. The store has bright, white walls and a neutral tiled floor and clothes hand from silver rails. The brand’s maiden collection which has just launched in-store features a colour palette of white, orange, and blue, free of any embellishment. The collection was made using sustainable textiles made from biodegradable materials including eucalyptus, aloe vera, banana, and rose petals, with cotton as a binder.
The brand is currently constructing an e-commerce site that, when fully operational, will ship the brand’s designs worldwide.