By any stretch of imagination, Sandhya isn＊t a fan of fast fashion. In fact, she＊s far from it. She has her own unique success story.??
※The only way to see a visible switch from fast fashion was by working with the performers themselves and letting them be our ambassadors,§ she says.
These collaborations have founded the base of Id身, Sandhya＊s truly cosmopolitan clothing brand. The brand is inspired by the body movement of Japan, her work references block-printing techniques from India and the designs are created in collaboration with the dancers in the Middle East.?
And Dubai is where the Far East, East and Middle East meet to create this interesting aesthetic.?
The South Africa born, second generation Indian launched Id身 Movement in 2020 after having lived in Dubai for 10 years (she reached there via UK and India), cut her teeth as a stylist, costume designer and teacher.?
It＊s here that she received an unlikely shot in the arm - a sisterhood of women entrepreneurs, who not just welcomed her, but also supported her.?
※I got a lot of support and the very fact that we are sustainable was welcomed,§ says Sandhya.
※I draw inspiration from these artists every time I attend classes. This then forms the foundation of my next design,§ she explains.?
But that doesn＊t mean the sector is an easy sector to crack. Even pre-pandemic, UAE＊s fashion e-commerce sector was expected to reach USD 1.9 bn. Fashion e-commerce is predicted to be a key sector in driving the country＊s e-commerce growth which is now expected to touch 17.2 bn USD in revenue by 2023. The region is also seeing a significant interest in sustainability and it＊s this space that Id身 operates in.
As a dancer-designer, Sandhya thought of a brand that would create a difference and steer away from trends. She collected recycled plastic bottles, fishing nets, and organic fabrics such as hemp and bamboo all together to create the Id身 Movement.?
Perhaps as a way of giving back to the community, her brand has women at the heart of it. It＊s all about simplicity, monotony, minimalism, unisex and multi-functionality besides being inspired by UAE-based dance artists like Alaa Krimed, Lana Fahmi, Tomomi Aramaki, and Rei Co, from the Sima Performing Arts.?
Her next target is to further reduce the brand＊s carbon footprint by manufacturing the goods within the GCC.
The fabrics and the designs currently being used to support multitasking. The concept of sustainability also crawls into their packaging.?
Firstly, all the fabric used is either regenerated, recycled, or biodegradable. Secondly, the products are all packed in bags made of Cassava - a plant that is completely biodegradable.?
In addition, the brand has also been using seed tags ever since its conception. Shoppers who buy garments from The Id身 Movement can plant these tiny tags which contain a variety of seeds like Lavender, wildflowers, etc.?
※Shoppers who come to us get their products in completely biodegradable bags. In fact, I also encourage them to shop consciously and bring their own bags so we＊re not adding to the litter,§ Sandhya explains.?
※True to its name Id身 - A Japanese word that means shift, we make movement clothing. Besides, all our clothes are multi-use. We live in a fast-paced world and are constantly moving from one activity to another- home to gym to pool to parties etc. Various pieces from our range can be used as workwear, leisure, swimwear, gym wear, etc, which also means you buy less.§
Dubai continues to play an important role as GCC＊s window to the fashion world. It not only has a conducive environment for production, but also world class malls to sell the finished products besides a top-end customer experience. Meanwhile, e-commerce has emerged as a viable option for the new brands to sell their products.
※We came up with a lot of business modules and we finally concluded that with everything moving online, it made little sense to have a physical store,§ says Sandhya.
Art and craft run in the blood for Sandhya, who has strong Indian roots. Her great-grandparents hailed from Gujarat, and it is no surprise that sewing and designing clothes were a part of everyday life years ago. Although Sandhya＊s great-grandparents were born in India, they moved to South Africa to start a new life.?
Sandhya＊s parents were born in South Africa but could not study at the university due to apartheid. Her father then went back to India to study medicine in Mumbai. After spending seven years in the country, he moved back to South Africa, where he practiced medicine.?
Even as a child, Sandhya desired to visit India, know her roots, and understand the country＊s culture.?
※I was hand-picked among 50 other students to visit India, spend time in the universities, and understand our interests. That was when I pursued NIFT and also worked with Indian artists. It was an enriching experience, and I am still in touch with some of the craftsmen I visited in India§.
Through the Id身 Movement, the young entrepreneur works with craftsmen who do block printing in India. ※I love the hand-printing techniques and the natural textiles India is famous for. We are currently working with Indian artists who can help us to create block-printed pieces for The Id身 Movement.
After finishing school, Sandhya studied Fashion Design at the University of Johannesburg and continued to work as a lecturer in fashion, once she graduated.?
※I lived in London for a brief period to get a better understanding of the fashion and design world. After that, I went back to South Africa where I continued lecturing in a university while making costumes for dance shows, theatre groups, and dancers in the region.§
A decade of hard work and learning bore fruit when Sandhya won the ＆Young Designer＊ award. It was after this that she decided to start her first fashion brand in South Africa.?
The young designer moved to Dubai in 2010. She then began working with multiple brands starting off as a stylist and costume designer.
However, as a dancer and a designer, Sandhya felt the need to start a brand that would create a difference and steer away from trends. This was when the Id身 Movement was born.?
Taking inspiration from body movement, The Id身 Movement was created to provide a sustainable alternative to athleisure and dancewear. Sustainability is the core of the brand, which entails choosing the right fabric- be it clothing made of recycled plastic bottles, fishing nets, or using organic fabrics such as hemp and bamboo which have a very low impact on the environment.?
Besides, what makes The Id身 Movement stand out from other sustainable brands in the region is that it is meant?for?movement, specifically. Therefore, every piece created is inspired by dancers in the Middle East.?
Another key facet of the brand is the philosophies that it applies in designing the clothing. Id身 in Japanese stands for shift and true to its name the brand draws inspiration from several Japanese philosophies.
With two successful businesses in South Africa, Sandhya knew the nitty-gritty of the business. However, she waited 10 years in Dubai to study the market and understand fashion in the region. But, starting a business in the UAE can be a long-drawn process, according to Sandhya.?
The next big challenge was whether or not they needed a physical store. ※We came up with a lot of business modules and we finally concluded that with everything moving online, it made little sense to have a physical store,§ she added.?
It has been an exciting and rewarding journey for this dynamic, hard-working lady who strives to bring about change.?
?With full-fledged factories in Indonesia, China, and the UAE, the brand believes in manufacturing locally to offset its carbon footprint. Five years from now, Sandhya envisions The Id身 Movement as a home-grown brand in the GCC.?
※I want The Id身 Movement to educate people about sustainability and help them make eco-friendly choices. I＊d be happy to see this as the number one brand for sustainability in the GCC,§ she signs off.