Jasna Moidu, founder of the emerging fashion label Tree, has woven a narrative of conscious style, moving her brand’s base to Bengaluru in 2024. From its humble beginnings in Kozhikode in 2016, Tree has blossomed into a brand synonymous with handwoven cotton, inclusive design, and a deep respect for Indian craftsmanship.
Moidu’s personal journey with fashion began with oversized clothing and a passion for tailoring, inspired by the stylish women in her family. This early influence, coupled with yearly trips to Khadi Gram Udyog Bhavan, ignited a spark that eventually led to the creation of Tree.
While the label initially focused on ready-to-wear, a pivotal moment in 2019 saw Tree embrace handloom textiles and crafts with the “HOPE” collection. Using jamdani fabric in white separates with uplifting prints, the collection marked a turning point for the brand. Since then, Tree has continued to explore India’s rich textile heritage, showcasing jamdani in their all-black “Kanmani” collection and Rabari hand embroidery from Kutch in their “Begumpura” line.
Tree’s commitment to sustainability extends beyond its choice of materials. The label champions inclusivity, moving away from standardised sizing to embrace comfort and celebrate diverse body types. Collections like “Knots of Liberation,” featuring unisex shirts with work and quotes by Bell Hooks, demonstrate Tree’s commitment to using fashion as a platform for social commentary. This collection, a collaboration with textile designer Anuradha Bhaumick, further highlights Tree’s dedication to collaborative and ethical practices.
The brand has garnered attention from celebrities like Tillotama Shome, Kani Kusruti, Anna Ben, Rima Kallingal, and Aparna Balamurali, as well as director Anand Gandhi, solidifying its position as a favourite among those who value both style and substance.
Despite its growing popularity, Tree remains grounded in its values. Moidu, a NIFT Bengaluru graduate, prioritises organic growth and collaboration over the glitz and glamour of fashion weeks like LFW and ICW. A physical store, showcasing not only Tree but other like-minded sustainable brands, is on the horizon.
Tree’s recent collections further illustrate its dedication to celebrating Indian culture. The “Madras” collection, inspired by Madras checks, kuppivalas, and pattu pavadais, bursts with vibrant colours and playful patterns, while “Sitara,” featuring midnight blue and printed separates with blue roses, evokes a sense of mystery and wonder.
With its focus on handwoven textiles, inclusive design, and ethical practices, Tree is not just creating clothing; it’s weaving a story of sustainability, celebrating Indian artistry, and empowering individuals to express their unique style. Find Tree at the multi-brand store Malar in Kormangala, Bengaluru. Keep an eye on this burgeoning label as it continues to grow and evolve, championing responsible fashion and the rich tapestry of Indian craftsmanship.
