Good Earth launches ‘Flow’, a classic ready-to-wear apparel line

Incorporating pieces representing an easy sense of life, the collection uses conscious materials

July 3, 2021: In commemoration of its 25-year design tradition, Indian brand Good Earth has introduced ‘Flow’, a new range of contemporary ready-to-wear pieces created for ease, flexibility, and long-lasting style. 

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Flow is a celebration of thoughtful consumption and diligent dressing, made from sustainable materials such as Malkha, Kala Cotton, and Linen, which are handmade by Indian artisan communities. Energy-efficient, ecologically friendly, and long-lasting techniques have been used to create these textiles. Because the clothing is not subjected to extensive industrial processing, they have gentle textures that retain their shape after multiple uses. 

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Each design is created to be styled with future collections and could be easily coupled with personal favorites. Modern, minimal shapes such as classic trousers, fitted blouses and shirts, structured dresses, and wrap jumpsuits are featured in the new collection, which can be paired and coupled for quick, adaptable, and long-lasting looks.

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Deepshikha Khanna, Good Earth Flow’s Creative Director, elaborates on the inspiration behind this creation, “Our post-pandemic reality has instilled in us to pause and introspect, make conscious choices – people are now looking for clothes that last longer and can withstand the creative transition between work and play and make one feel confident and comfortable as we move through the day. Flow is designed for the global Indian woman, keeping in mind her changing body type, her lifestyle, her worldview and her refined aesthetic.”

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The Flow Suit is redesigned in magnificent handloom textiles and a soft silhouette that emphasizes on individualism and thoughtful dressing, making it a wardrobe staple and star of the all-new apparel range. The suits have been recreated in comfortable shapes and breezy fabrics to easily transfer one from day to night with a calm sense of comfort and convenience. 

Dove-grey sufa, hand-dyed indigo blue, neutral grey, black, khaki, and earth tones are contrasted with the iconic Good Earth mogra white.

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