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We are Fyoli Fyoli, a highly curated, conscious, social impact fashion brand. We work with Indian artisans; developing, producing and nurturing, socially and ecologically sustainable fashion. Respect for people, the planet and perpetuating India’s rich heritage craft skills are deeply embedded in our founding values. These values guide all our choices in how we procure, create, recycle and interact with our artisans. As we reflect on the kind of impact we want to leave in this world we embrace and live the idea that the world we deserve exists at the intersection of Social, Gender and Environmental justice. A sustainable fashion and ‘artisan made’ industry can play a significant role in carving out such a future.
Fyoli is a yellow spring blooming flower that grows in the Himalayan foothills of India. It is associated with the joyous Phool Dei festival to mark the onset of Spring by people indigenous to this region. Phool means flower and Dei is a pudding which is offered to everyone on the occasion.
Young girls gather flowers from nearby forests and hillsides in bamboo baskets and leave the flowers on the villagers’ doorsteps to wish them prosperity. When’ caught’ leaving the flowers, villagers offer the children gifts and sweets.
Unfortunately mass migration and climate change is a looming threat to such beautiful customs and native fauna and flora. Promoting handloom artisans and local craftspeople creates opportunities for them who then will have a choice to stay in their communities and continue to pursue their craft. Educating our visitors about the importance of supporting rural artisans and weavers is Fyoli Fyoli’s mission. When you buy one handloom product, you are supporting the livelihood of numerous people from land to loom. Our wish is to ‘lay the flowers of prosperity’ in the homes of artisans by working with them, respecting their agency, paying them equitably and help create a thriving ecosystem.
Fyoli Fyoli is founded at a time when Covid 19 pandemic widened the cracks in the supply chain of handloom and handcrafted products. However, we believe in the superior quality, craftmanship and resilience of our heritage crafts and makers.
We believe that the quality and authenticity of handlooms is unmatched by mechanized fast fashion.
We believe in supporting regenerative cotton farming, India’s handloom sector can be instrumental in shaping a more sustainable fashion industry on a global scale.
We believe in the wonderful possibilities of fresh design inspiration in tradition to produce global quality, genuine slow fashion.
We believe that promoting handloom sector can play an important role in solving the migration problem from rural areas to the cities.
We recognize there is no such thing as 100% sustainablility, it is a journey not a destination. Everything we do, every action we take has some impact, we strive to make sure that our overall impact be a positive one. It is reflected in the choices we make about how and what kind of products to develop/procure and the way we interact and walk the talk with our artisans. We are already making an impact by encouraging, supporting and coordinating with more than 100 artisans (and growing) to adopt more eco-friendly practices like, use of natural dyes, azo-free eco friendly dyes and indigenous and handspun cotton yarns.
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Fyoli Fyoli is founded by sister duo Meenu Devrani, Seema Bhardwaj and their sister in law Rachna Devrani. We believe that our artisans and all the people across our supply chain are part of our family, our association with them goes beyond mere transactional. We will continue to highlight their work and contribution. Do follow our social media platforms to learn more about artisan stories and craft development.
An artist herself, she offers a unique perspective and creative vision for Fyoli Fyoli. She has a background in graphic design and is a silversmith running her small business out of her home-based studio in Northern California. She specializes in nature inspired textural designs. This influence can be seen in some of the textiles and accessories she has designed for Fyoli Fyoli. She completed a course in ‘Sustainable Materials Sourcing’ From FIT New York before embarking on this venture. She loves to paint botanical art in soft pastels in her spare time. She is a self-proclaimed crazy plant lady and an ardent animal lover. Her life-long love of handmade products and experience of being an artisan herself has helped provide impetus and vision for Fyoli Fyoli.
Rachna has a background in corporate customer service and the airline industry and is the yogini amongst us. Yoga and meditation have become an integral part of her life. She can perform 250 Surya Namaskars with ease at one go and has been awarded for the same. Her smile and quiet resilience are an inspiration to anyone who comes across her. She is looking after the accounting and compliance aspects of business and responsible for order processing and customer relations.
Seema has worked for the corporate world for most of her adult life and is exhilarated to be part of this social enterprise! She brings her attention to detail, industriousness and ability to learn quickly to Fyoli Fyoli. Above all, it is her kindness and passion for social justice that makes her a great asset for our company. She is known in her neighborhood for feeding, caring and sheltering stray dogs and is a big advocate for humane treatment of stray animals. Seema has been involved closely with the operations and business development of our new company.
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