London, United Kingdom (PressExposure) August 08, 2008 -- Anokhi and East have been working together for many years to deliver an individual and vibrant fashion brand to the UK.
Anokhi are based in Jaipur, Ragastan, India and are experts in hand block printing. They have developed their technique over the last 35 years to develop an amazing knowledge and archive of block printing. The Anokhi name has been synonymous with East for the last 20 years and has provided the backbone of the fabrics that are sold in the East stores. There are many different types of block printing, many which are named after regions of India. The blocks themselves are made from brass or wood and can take up to 5 days to complete. In order to make a garment a printer may have to create up to 30 blocks, meaning that the cloth may be stamped over 1000 times just to create a 3 meter piece of cloth.
Anokhi also specialize in multiple indigo dip dyeing and also use mud to create resist effects on the fabric.
There is a vibrant hand block printing community in the Jaipur, Sanganer and Bagru area and this is where you will find Anokhi. The company has become so well thought of that they have now opened their own museum of hand printing. It aims to be a site of expertise for contemporary hand printing nationally and internationally.
The museum is funded by the Anokhi Foundation. The foundationâs aims are to protect, conserve and further the art, culture and craft traditions of the region. The Foundation works in areas where sustainable intervention benefits local communities.
East is proud to work with Anokhi in getting original and traditional patterns onto the UK high street to provide an inspiring, eclectic and original range of clothes for women to enjoy.
Press Information For more information on East go to http://www.east.co.uk/
Notes to Editors As the name suggests EAST's heritage is steeped in India and hand crafted products. The proposition of the company is to offer something genuinely different on the high street. The aim of the company is to be:
'an individual and vibrant fashion brand for the 40+ woman who loves natural, effortless outfits with an Eastern influence, offering a genuine alternative to the High Street'