Cool and comfortable casuals in khadi and linen that spell classic and look just right to beat the heat. That’s what Bangalore-based brand Terra Luna will be launching in Kolkata and showcasing at 85 Lansdowne at the fashion den’s sustainable showing, a major first for the Sarat Bose Road address. Stuti Dhanuka, founder, Terra Luna, tells The Telegraph what makes her brand stand out.
How old is the brand? Can you tell us about the name?
The name literally means ‘terra’ which is earth and ‘luna’, moon. The movement of the sun and moon influence our emotions, moods and behaviour. Much like our clothes, they’re designed to make you feel comfortable, happy and always keep you in a positive mood. The brand was launched online in India in December 2021. We’re a young brand, or as I like to say, we’re only in our new moon phase.
With a lot of brands going the sustainability way, what is the USP of your brand?
The heartbeat of Terra Luna is our organic khadi fabric. We all have misgivings about khadi being stiff, boring and uncomfortable. The USP of Terra Luna is that we have made khadi soft, sexy and super comfortable. What also makes Terra Luna unique is our philosophy of longevity. Our clothes do not follow fashion trends or cycles. We make no-fuss, sexy, feel-good clothes that outlive these fads. Clothes that we want you to wear all year round, many, many times without ever getting bored of them. Our chic and stylish garments lend themselves to easy accessorising, thus creating multiple looks from one outfit. Which is why we call ourselves ‘terralunatics’ because we’d rather have you buy less, but buy consciously.
What is true sustainability, according to you?
True sustainability means awareness, transparency and empowerment. Awareness is making conscious choices in every aspect of life, personally and professionally. Just to share a couple of examples from the many, using refillable and reusable Nespresso pods. In the case of Terra Luna, we upcycle to make napkins and tablecloths using all waste material.
Transparency means being upfront about which aspects of the brand are fully sustainable and where we have to find the right balance between commercial aspects and sustainability.
Empowerment means educating our supply chain and the entire Terra Luna family to become aware and imbibe the principle of conscious consumption. We empower an entire village in Gujarat who are proud and passionate about making our khadi fabric.
It’s about using our natural resources wisely, mindfully and respectfully to create products that firstly serve a utilitarian purpose. And if they happen to look good too, well that’s just a wonderful bonus.
What are you showing at 85 Lansdowne?
Terra Luna is showcasing our entire collection of menswear and womenswear, crafted entirely from organic khadi and pure linens. There are shirts, woven tees, lounge pants and shorts for men. And casual dresses, pants, tops, shorts and tees for women. It’s our colour palette that has had the most positive feedback since our launch, with beautiful hues like dusty blue, salmon, olive, pista, charcoal and more.
What is the brand vision?
To make humble khadi into the sexy sustainable fabric of choice for everyone, in India and the world over. Terra Luna aims to be the go-to brand when it comes to clothes that make you look and feel good. With a manufacturing process that eliminates waste, supports artisans and actually does good. That, and to be what people wear on the first commercial trip to the moon.
More about it
What: Indicool— A Sustainable Fashion Edit
Where: 85 Lansdowne, 85B Sarat Bose Road
When: March 25; (by invitation only); March 26; 11am to 7.30pm
