Who are you and what do you do?
I am Lalita Kumar, the Founder of Lalitas Wardrobe, a small independent clothing brand based between Nozza and a town called Pushkar in Rajesthan, India.
I design clothing working with a small team of skilled tailors. Together we champion the revival of a hand printed textile technique known as Block Print, as a sustainable method for textile production. We seek antique sari treasures to recycle and repurpose into jackets, kimonos and other outerwear. Creating shapes for contemporary audiences whilst honouring ancient craft and tradition blends my mixed heritage into each piece.
Bespoke pieces are produced in small quantities, where fair wages and friendships are respected. Quality over quantity is the ethos, with a slower approach to the working day for our tailors on a real living salary.
I donate a small % of each sale to a grassroots project, which helps to feed and support some of India’s poorest families, I dream of turning the brand into a social enterprise. Diversity, community, creativity and love are all woven into the fabric of Lalitas Wardrobe. The feeling of a global family hopefully vibrates through the brand as well as the colourful clothing too!
How and why did you settle on nozza to place roots for your business?
Norwich has been my base for well over 18 years, wow, just letting that settle in for a minute! I was actually born in London but bought up in my mum’s home village of Blakeney in North Norfolk. I studied performing arts and based myself in Norwich working with my own theatre company. Between gigs and shows I would travel all over Asia, North Africa and to Central America becoming a nomad but always returning to my roots in the sweet ‘village’ of Norwich. It’s always been so easy to collaborate and create here with networks of friendly, like-minded peeps down for making things happen. I formed a DJ collective called GRL DEM and hosted sell out parties at Norwich Arts Centre, playing at Boom Town and Shambala Festivals as Rapping Grannies, but Oooh! That’s a convo for another day!
What have been some of your favourite projects to work on?
I am so excited to be designing for the band K.O.G and Onipa who are an Afro Futurism band, with recent performances on Later with Jules Holland and West Holts Glastonbury this summer, Kweku is really healing people through his music, and the costumes are bold; blending rich geometric and African flavours together we are on similar vibes right now!
This winter I am working on block printing projects with local print designers too! Alas, can’t quite reveal who just yet as the application is closing this week! BUT, I will be heading to India this winter with their designs to find the right contemporary artist to carve their pattern into wooden blocks before printing our own fabric ready for the Spring-Summer 2023 collection. I will be documenting the whole journey so follow me on Instagram for the ride January 2023! As well as an exciting Slow Fashion Festival at St Marys Works on 6th May 23 there’s much to look forward to.
Where is your favourite place to visit in Norfolk and why?
Holkham beach! I love the pinewoods, dunes and crystal clear waters. I’ve watched the landscape transform over the years just like I have really. From picnics with my grandma and cousins as a kid to photoshoots and first dates, the walks in the woods have healed me in low moments just like big open sands do whatever the weather.
How can people find you?
You can keep in touch via social media, @lalitaswardrobe on Insta and FB.
Join the mailing list over on my website for updates on the new Autumn/ Winter ‘22 Collection which is dropping this November. My list of pop ups dates are listed online too, and I have a very special pop up shop at Norfolk Retro on St. Augustines 9th, 10th and 11th Dec 10-4pm, come and introduce yourself, mention ‘Nozza News’ and get 10% OFF!
www.lalitawardrobe.com