The Sway of Her Jainsem: Fashion label Shillong DSEFH marks a decade of modernizing age-old clothing – The New Indian Express

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Express press service

The scene is staged with mood lighting and soft music. Out struts, a statuesque model wearing an unusual garment – a hybrid between a dress and a sari – and the crowd unanimously applauds this avant-garde and contemporary design.

Little do they know that it is actually a modern version of the traditional Jainsem, the indigenous dress of Meghalaya women, worn and loved by all because of its practicality. The label promoting this dress on high-profile catwalks, from Delhi and Mumbai to London, New York and Milan, is Daniel Syiem’s ​​Ethnic Fashion House (DSEFH), run by co-founders Daniel Nongjop Syiem (responsible of creation) and Janessaline Mary Pyngrope (business head).

Since its launch over ten years ago, the label has lived up to its ideal of being sustainable in all respects, in its constant promotion of local culture as a method of preservation for future generations, and through its warm adoption of environmentally friendly manufacturing practices. . “Our brand philosophy is deeply rooted in the roots of our culture and our connection to nature.

We are focused on reviving traditional sustainable weaves, fabrics and processes with a contemporary design aesthetic. The mainstay is our work with Ryndia (Eri-silk), a natural and heritage fabric. By partnering with local weavers in Meghalaya, we are developing the fabric from the yarn stage to elevate its properties,” says Syiem.

Thus, centuries-old weaving methods, patterns and vegetable dyes are the mainstays. All of this helps them stick to their slogan “Get Back to Nature”. Ryndia, in particular, is extracted from cocoons, and each step of the sericulture value chain is environmental, cultural and traditional.

As Pyngrope points out, “We work with local artisans. Since weaving customs are closely linked to local traditions, we believe that the survival of the traditional profession of weavers is directly proportional to the preservation of their indigenous way of life. To the best of our abilities, we use eco-friendly fasteners made with natural materials like wood and bamboo, we reuse and recycle our fabrics, and reduce waste through creative use of fabric. Plus, our clothes are 100% organic and vegetable-dyed. Through all this, we hope to offer national and international buyers the opportunity to experience our culture and traditions. »

DSEFH has two stores in Shillong and a nationwide and overseas presence through its website (www.dsethnicfashionhouse.com). Each of her ensembles has unique drapes, classic cuts, interesting bows and accentuated collars. Syiem calls the fashionable women of the Northeast the inspiration for these pieces. “Each outfit showcases the fluid strength of a capable, meaningful, powerful and beautiful woman,” he says.

While the brand’s most popular design remains the shirt dress with an unusually draped front – the modified Jainsem – it also excels in palazzos, kaftans, bohemian tops and draped dresses. Earrings and necklaces from her sustainable jewelry line, Ornate Earth, are also in high demand, which, along with ryndia scarves and stoles, are popular gift options.

“It is important to us to continue to tell the story of our land, our people and our culture through our clothing. We are proud to successfully rekindle local passion, pride and remuneration in our community. For our 10th anniversary, we made a documentary film, The Ryndia Odyssey, chronicling this whole journey of rebirth,” concludes Pyngrope.

The scene is staged with mood lighting and soft music. Out struts, a statuesque model wearing an unusual garment – a hybrid between a dress and a sari – and the crowd unanimously applauds this avant-garde and contemporary design. Little do they know that it is actually a modern version of the traditional Jainsem, the indigenous dress of Meghalaya women, worn and loved by all because of its practicality. The label promoting this dress on high-profile catwalks, from Delhi and Mumbai to London, New York and Milan, is Daniel Syiem’s ​​Ethnic Fashion House (DSEFH), run by co-founders Daniel Nongjop Syiem (responsible of creation) and Janessaline Mary Pyngrope (business head). Since its launch over ten years ago, the label has lived up to its ideal of being sustainable in all respects, in its constant promotion of local culture as a method of preservation for future generations, and through its warm adoption of environmentally friendly manufacturing practices. . “Our brand philosophy is deeply rooted in the roots of our culture and our connection to nature. We are focused on reviving traditional sustainable weaves, fabrics and processes with a contemporary design aesthetic. The mainstay is our work with Ryndia (Eri-silk), a natural and heritage fabric. By partnering with local weavers in Meghalaya, we are developing the fabric from the yarn stage to elevate its properties,” says Syiem. Thus, centuries-old weaving methods, patterns and vegetable dyes are the mainstays. All of this helps them stick to their slogan “Get Back to Nature”. Ryndia, in particular, is extracted from cocoons, and each step of the sericulture value chain is environmental, cultural and traditional. As Pyngrope points out, “We work with local artisans. Since weaving customs are closely linked to local traditions, we believe that the survival of the traditional profession of weavers is directly proportional to the preservation of their indigenous way of life. To the best of our abilities, we use eco-friendly fasteners made with natural materials like wood and bamboo, we reuse and recycle our fabrics, and reduce waste through creative use of fabric. Plus, our clothes are 100% organic and vegetable-dyed. Through all this, we hope to offer national and international buyers the opportunity to experience our culture and traditions. DSEFH has two stores in Shillong and a nationwide and overseas presence through its website (www.dsethnicfashionhouse.com). Each of her ensembles has unique drapes, classic cuts, interesting bows and accentuated collars. Syiem calls the fashionable women of the Northeast the inspiration for these pieces. “Each outfit showcases the fluid strength of a capable, meaningful, powerful and beautiful woman,” he says. While the brand’s most popular design remains the shirt dress with an unusually draped front – the modified Jainsem – it also excels in palazzos, kaftans, bohemian tops and draped dresses. Earrings and necklaces from her sustainable jewelry line, Ornate Earth, are also in high demand, which, along with ryndia scarves and stoles, are popular gift options. “It is important to us to continue to tell the story of our land, our people and our culture through our clothing. We are proud to successfully rekindle local passion, pride and remuneration in our community. For our 10th anniversary, we made a documentary film, The Ryndia Odyssey, chronicling this whole journey of rebirth,” concludes Pyngrope.

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