OUR STORY - softstory

Adding to the uniqueness is our love note to the client as well as the art piece. We have a signature of our design language on each creation, playing hide & seek with its user.

SoftStory is a part of the larger community that looked and re-looked at how consumption should be mindful following the plight 2020 brought upon us. We asked ourselves some questions- ‘Who are we buying from?’, ‘Are we supporting the weavers through regular procurement and fair wages?’, ‘Are we contributing towards reviving the craft industry and its heritage?’, and finally, ‘Are we, as designers, socially responsible and ecologically conscious?’

In an attempt to answer these concerns, we re-defined Soft-Story as a brand that stands in the middle of the artisan community being directly impacted and a sustainability-conscious market taking aesthetic lifestyle to a higher level. With the onset of COVID-19, the looms had stopped, sales were zero and stocks were piling-up with artisans struggling to survive. We received numerous calls for help.

Artisans always have a high percentage of semi-finished or finished products with minor defects, such as weaving, dye patch, bleeding fabrics, or samples rejected by prospective buyers.

Sangita started purchasing these rejects from various kaarigars and upcycled them into beautiful products for her home line.

This gave SoftStory, an eco-friendly brand, a human angle that we take immense pride in. We are striving to ensure that the Indian inheritance of craftsmanship continues with future generations. Besides creating bio-friendly products, supporting and reviving the craft industry through regular purchases and fair wages has added dimensions to our art, culture and value system. What’s more, catering to Kaarigars from across the country brings diversity to our weaves and designs. With zero repetition in inspiration, pattern and appearance, each product handcrafted by SoftStory is unique.

Adding to the uniqueness is our love note to the client as well as the art piece. We have a signature of our design language on each creation, playing hide and seek with its user. The atypical element adds a little surprise, making it an extension of our passion for the craft.

While we are expanding our reach to bring more rural communities and urban consumers into our fold, we wish for this sustainable and socially responsible ecosystem to grow into a tribe of trendsetters buying by example.

In our attempt to up the game of preserving heritage and bridging the gap between emotional value and longevity of textile, it gives us immense pleasure to make-over your special gifts or memories into home-linen or art. Whether it be your Grandma’s zari saree you cannot wear any more, a wedding outfit that does not fit or a special something you can neither wear nor let go, we re-purpose your priceless possessions into something functional yet artistic.