Rock Salt. It’s about the usual and the unusual. About the unique and the luxurious. Effortless X Indian Ideas. New shapes + Interesting silhouettes. Minus the ornate, the common, the unspecial.
It is sometimes about living a hand-made, hand-crafted life. One that is made with a lot of self-awareness and gratitude. It is about discovering new-age fashion and natural beauty ideas. It’s most definitely for the free-spirited but those that come with a purpose to be more, to do more, to try more. It’s a place where Indian crafts play around with modern ideas. It is about things that are pure and honest – and adding an Indian identity to the global fashion narrative. Impeccable craftsmanship. Intricate detailing. But wearable – try-able.
It is about sustainable growth too. It is about taking that raw, rural craftsmanship and making it work in an urban and modern setting. It is about indigenous textiles and techniques and the real reason behind why we love them. It is also about baby steps that a few discerning brands are taking and small organic innovations that big brands are betting on.
It’s also about beauty that is handmade, homemade and natural. About a lifestyle decision that includes ethnic Indian in every small way. It is about weddings and the joy of a sheer lehenga, an uppada sari and a chanderi tunic. About food that’s quintessentially Indian. About pickled ambitions and crunchy poppadums – all made in the home oven.
Rock Salt challenges everyday ideas. It tells you that eco-friendly can be fun and chic. And chic brands can try their hand at sustainability. That “Made in India” tag need not be just hippie or kitsch or bohemian – it can just be simple and easy. That paisley is not the only motif we are made of. Nor are we just about zari and brocade. It’s about textiles of all kinds and all fabrics that really make us.
If there is one trend in fashion that we must explore it’s traceability. Where was it made, what was used and how was it made. It is about that tag #whomademyclothes and why we need to ask ourselves that question often!
Rock Salt is where we find inspiration for a new generation of idealistic fashion people. It is about everything that comes with the tag, India. Curated, created and clarified for modern girls who love their Chanel bag as much as their block-print kurtis.
BLOG: ROCK SALT
It’s a blog that puts brings together interesting brands, collaborations and Indian-inspired ideas all in one place. It places special emphasis on handmade, home-made and hand-crafted details. Sustainability is a major interest too. So if you know a brand that really has a part of India embedded in it ( It need not be an Indian brand or a product, it can just be Indian-inspired) then, ping us at firstname.lastname@example.org and we’ll do a story on you.
SHOP: ROCK SALT
The blog also occasionally puts together pop-up shops or participates in exhibitions. This season, it’s all about Uppada saris from Andhra Pradesh. Check out the SHOP button on the top to know more!