Roopa Pemmaraju: A Luxe Ethical Brand With Indian Roots That Epitomizes Cultural Dignity & Heritage Crafting Techniques
With Indian roots, Australian ties, and new headquarters in NYC, Roopa Pemmaraju proudly offers beautiful, ethically made clothing and accessories for women of the world.
Check out this interview with Roopa:
When and why did you start Roopa?
I officially launched the brand in 2012. I started it in part because I had moved to Australia (from India) and was so inspired by the Indigenous artists there, and I wanted a way to work together and celebrate their art through fashion. More broadly, I started my brand to create beautiful clothing that honors both the people who wear it and the people who make it.
How do you define sustainability?
For me, human sustainability comes first, and everything else works around it. That means questions like: What’s the supply chain like and how is it maintained? Who’s involved? How is the cotton farming done? How is it manufactured? What kind of conditions do the makers work in? I see sustainability as that whole process, the whole story.
Has your cultural heritage influenced your ethical brand? If so how?
Yes, I was definitely influenced by my Indian family, especially my grandmother. She would wear these gorgeous, 100% silk or cotton saris, all woven by hand by artisans. I remember her often talking and working closely with the artisans as they made them. I still have a few of her saris, and they’re so pure, so natural and beautiful. The way she valued the skill and love that went into what she wore is certainly something that stayed with me. My time living in Australia was a valuable influence too, because I learned about how clothing was made in different parts of the world and realized how important it was for me to make pieces that were sold with dignity and worn with pride.
What is your greatest inspiration and how would you describe your collection(s) style?
My greatest inspiration is probably the draped, flowing way that Indian women dress. I translate that in some way into every collection. There are always luxurious fabrics, flowy silhouettes, and colorful prints, but with a Westernized touch for women around the world to love wearing them. For me it’s about combining those two aesthetics.
Where do you see the future of sustainable fashion?
That’s an interesting question, because every brand does it differently. Of course, climate change is what so many sustainability efforts are geared towards, and we’re a part of that movement with our textiles and our whole mindset. But again I’d come back to human sustainability, because I think there’s going to be a shift there too. As a small brand, sometimes we can only do small things, but they’re still powerful. In my own communities, I’ve seen people fall into extreme exploitation because they can’t afford to eat. Sustainable businesses, including fashion, in this sense can stabilize a family’s or a whole community’s livelihood. Doing a small thing in the right way can bring real happiness into the world that wasn’t there. That’s what I see in the future.