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Anita Dongre’s Grassroot Now Gets A Flagship Store In New York City!

 
by Jehana Antia

Anita Dongre's Grasroot flagship store in New York City, MyFashgram

 

While there were rumours of Anita Dongre becoming the first Indian-based designer to open a flagship store in New York City, we were just waiting for confirmation and here it comes! All set to open soon, Anita’s brainchild and sustainable brand, Grassroot is set to open it’s doors to business in the city that never sleeps and we can’t be more excited! Launched two years ago by the designer, the brand Grassroot was conceptualised in the hope to promote Indian textile and it’s rich craftsmanship and well, today, she takes it overseas.

Other than a a fabulous collection, the shop boasts of fine interiors too. With natural light pouring in and with elements in rose gold, cork and recycled wood, you’ll want to spend as much time as you possibly can in here. Not only is the store located in one of SoHo’s historic 1890 Romanesque Revival masonry buildings but also has creatively designed interiors by architect Shonan Trehan and we’ve gotten to know that while Anita’s clothes are known to tell a story, the walls of the store do too! From custom-made racks to dreamy wall panels of handwoven chanderi and khadi, the store is really one to pay a visit to.

Anita Dongre's Grasroot flagship store in New York City, MyFashgram

The 1500 sq. ft. space will showcase the brand’s fresh new look for New York-summer and we’re jealous! The collection is one that adheres to the concept of patience and one that takes time and mastery to be perfected without in any way causing ecological damage and thus not falling in the category of ‘fast fashion’. “To the city that never sleeps, Grassroot brings a world of patience and crafts that don’t submit to a schedule. Every piece of fabric woven, block printed or embroidered is done by a group of artisans who give it the time and attention it deserves”, says Anita herself.

Anita Dongre's Grasroot flagship store in New York City, MyFashgram

We can’t be more proud and hope to pay a visit sometime soon. If you’re in New York sooner than we are, drop by and do let us know how AMAZE it is!

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