Shreya Patel of RAAS fuses traditional techniques with modern styles
As the fashion designer heading RAAS, Shreya Patel is committed to sustainable fashion. RAAS is a prominent South Asian apparel brand catering to discerning fashionistas and celebrities.
Patel immigrated from India to the United States in 2016, and after launching RAAS in 2018, she boldly ventured into sustainability with her own design house. She also engaged her ethical principles by hiring artisans during the pandemic. “The pandemic presented a unique opportunity for reflection and reinvention. Witnessing the challenges faced by Indian artisans during these trying times, I was inspired to make a meaningful contribution.”
Additionally, along with her daughter Axi Patel, Shreya introduced TANISI in 2020, a sustainable line comprising classic Western casuals. TANISI made an impressive debut at New York Fashion Week in February 2022.
In this interview with SEEMA, Shreya speaks about her inspiration and journey of RAAS.
How did your upbringing influence your passion for design and entrepreneurship?
My upbringing played a significant role in my passion for design and entrepreneurship. Growing up in a family where I consistently witnessed my parents’ dedication to helping others and their unwavering commitment to making a positive impact on people’s lives was a significant motivating factor behind my decision to embark on this new venture, supporting Indian artisans. In a household that celebrated tradition while embracing the modern world, I developed a deep appreciation for cultural heritage and the importance of innovation.
Can you share the story behind the creation of RAAS and its mission to cater to the “global desi”, celebrating traditional Indian customs in a modern world?
RAAS was born out of a deep appreciation for our rich Indian heritage and a desire to make it accessible to a global audience. The term “global desi” encapsulates our vision of celebrating Indian customs in a modern, inclusive way. We saw a gap in the market for clothing that bridges the gap between traditional Indian design and contemporary fashion, catering to the diverse tastes of people around the world while preserving our cultural roots.
RAAS is known for its fusion of traditional Indian design with modern elements. How do you strike a balance between preserving tradition and embracing contemporary fashion trends?
We work closely with artisans who have inherited centuries-old craftsmanship techniques, and we infuse their work with contemporary elements to create unique and timeless pieces that resonate with both traditionalists and those seeking modern fashion.
Sustainability and ethical practices are fundamental aspects of RAAS. Could you elaborate on the steps you’ve taken to ensure sustainability and ethics in manufacturing your fashion line?
We believe in growing together and social sustainability, which was the driving force behind starting this brand and our own manufacturing unit. We are committed to ensuring fair wages and providing a good working environment for our artisans.
In every collection we create, our primary goal is to generate more job opportunities. This is why we focus on hand dyeing instead of digital printing and handcrafted work instead of machine work. It’s a conscious choice that not only elevates our designs but also supports local artisans and their families. We’re committed to reducing our environmental footprint and contributing positively to the communities we work with.
How did the idea for TANISI, the line focusing on Western casuals, come about? What inspired you and your daughter Axi Patel to expand your fashion offerings?
TANISI was born out of a desire to diversify our fashion offerings and cater to a broader audience. Inspired by the need for Western casuals with a touch of elegance, TANISI allows us to explore different aspects of fashion while maintaining our commitment to quality and design.
Could you share some insights into your debut collection at New York Fashion Week in February 2022? What was the inspiration behind the collection, and what message did you aim to convey through it?
Our debut collection at New York Fashion Week in February 2022 was an exciting moment for RAAS. The collection drew inspiration from the vibrant colors and rich history of India, combining them with modern silhouettes. We aimed to convey the message that traditional Indian design can seamlessly integrate into the global fashion scene.
RAAS and TANISI are known for their high-quality designer apparel. Can you tell us about the craftsmanship and the skilled artisans who contribute to the creation of your pieces?
Our pieces are a testament to the incredible craftsmanship of artisans who have honed their skills over generations. We hire artisans from different states in India and work closely with these talented individuals, ensuring that their artistry is showcased in every RAAS and TANISI creation.
What is your vision for the future of both RAAS and TANISI?
Our vision for both RAAS and TANISI is to continue pushing boundaries in the world of fashion. We aim to expand our reach, collaborate with more artisans, and create sustainable, inclusive fashion. We see both brands evolving to become global leaders in their respective niches while staying true to our cultural heritage.
Balancing work and personal life can be challenging, especially in the fashion industry. How do you relax and spend your spare time to rejuvenate and find inspiration?
To relax and rejuvenate, I often immerse myself in art, travel, and quality time with my family. These experiences fuel my creativity and provide the inspiration needed to keep pushing the boundaries of design.
What advice do you have for aspiring entrepreneurs, particularly those looking to enter the fashion and design industry?
Fashion is a powerful means of self-expression. My advice is to stay true to your vision, embrace innovation, and never compromise on your values. Empowerment comes from staying passionate about your craft and making a positive impact on the world through your work.
