Hidesign revives the heritage by introducing East India Collection

A HERITAGE REVIVED

HIDESIGN TRAVELS BACK IN TIME TO LAUNCH AN INNOVATIVE COLLECTION MADE FROM THE HISTORIC EAST INDIA LEATHER

India’s premier leather goods brand, Hidesign, introduces a unique collection using East India leather (E.I.), first discovered and popularized by the British East India Company in early 1800s. The Collection has a range for both men and women that is modern and minimal with clean lines that focus on the beauty of the leather.

The E.I. leather was made in South India using traditional method of vegetable tanning and was celebrated as the leather of the highest quality around the world, for over two centuries. With its durable and naturally glowing texture, the E.I. leather was highly sought after by the Italians and British in the 20th Century and put India on the map as one of the few world centers in the high art of leather tanning.

The E.I. leather production declined when chemically tanned leathers replaced it for their cost effectiveness and ease of tanning. Produced by tanneries around Tamil Nadu, E.I. leather was acknowledged by a registration under the Geographical Indications of India in 2008, thereby giving it international recognition and paving path for its revival.

Hidesign aims to revive the lost art by bringing this 200 year-old heritage leather back to the retail forefront. Founder Dilip Kapur says, “When I was working in the US in the early 1970’s I was ecstatic to know that the finest leather in the world came from where I grew up and that led me, on my return to search for the few skilled tanners who had not yet given up the E.I. technique. I decided to dedicate Hidesign to research more innovative methods of vegetable tanning, something we have held on to over the past 38 years.”

The raw materials used for the tanning of the range are native to the forests of South India, such as the bark of the Wattle tree and Myrobalan seeds, while the Pungam seed oil is used to soften the leather. This collection highlights Hidesign’s effort in recreating this splendid leather that is not only sustainable but also exemplifies India’s rich legacy of traditional methods and hand craftsmanship.

The East India Collection bags consist of shoulder bags, totes, hobos, slings, backpacks, briefcases, city bags and wallets. The full grain leathers highlight the natural texture in rich colours of Tan, Brown, Marsala and Midnight blue. The bags are priced at INR 3,295 – 10,595 and will be available at all Hidesign stores and www.hidesign.com from mid November 2016.

About Hidesign

Founded in 1978 by Dilip Kapur, Hidesign is a lifestyle group, which redefined the vision of luxury in India through an ethos of high quality, ecological values and personalised service. Hidesign has established its name, through its iconic leather brand, based on a strong heritage of craftsmanship and innovation. By keeping its focus on a classic contemporary fashion statement, with timeless yet edgy design, Hidesign caters to a highly savvy and sophisticated urban professional.

With a global presence, the group has become one of the first Indian brands to be retailed at premium international outlets – House of Fraser in the UK, Myers and David Jones in Australia, Stuttafords in South Africa, Parksons in Vietnam, and Robinsons and Isetan in South East Asia. Hidesign has grown to 84 exclusive stores and a distribution network in 25 countries. In India, the collection is available at all exclusive Hidesign outlets and leading retail stores like Shoppers Stop, Lifestyle and Centrals, and ecommerce portals Amazon, Flipkart, Myntra and Jabong.