Retailer of apparel and accessories Jaypore has collaborated with Tamil Nadu craftsmen to develop a collection of textiles featuring Toda embroidery, or “pukhoor.” The line, which consists of scarves and shawls, was created with the intention of showcasing the regional craftsmanship to Indian consumers.
Jaypore said on Facebook, “The Toda women weave a rich artistic tradition called Toda embroidery, or ‘pukhoor,’ in the Nilgiri Hills of Tamil Nadu.” “This elaborate embroidery creates geometric designs on white cotton fabric using red and black threads. The final result has such exquisite workmanship, both sides are gorgeous, and it looks like woven cloth! The Toda people take great care in their embroidery, as seen by the shawls and cloaks worn by both sexes.
On Jaypore’s online store, the Toda craft collection is now available for purchase, with prices starting at Rs 3,250. To enable tracking, the items are also GI tagged.
“There haven’t [sic] been an extensive skill development initiative or collaborations with external designers yet, as the Toda craft is highly specialized and practiced exclusively within the community for centuries,” Sooraj Bhat, CEO of ethnic business at Aditya Birla Fashion Retail Limited, said to The Hindu. “Because of its specialized nature, the Toda tribe’s generations have preserved and passed down the intricate embroidery techniques and designs.”
