Before sustainable clothing became a mainstream movement, visionary designers like Shubhra Bhattacharya Chandra were already pioneers, recognizing the detrimental effects of fast fashion on our planet. Chandra, the founder of the sustainable fusion fashion brand Shubrah in 2008, stands as a testament to conscious design. Her journey, marked by extensive fashion education at the National Institute of Fashion Technology and Michigan State University, coupled with years of industry experience with leading fashion houses, culminated in a brand that actively combats fashion waste. Shubrah redefines elegance by repurposing India’s rich cultural textiles, including saris, into contemporary designs. Beyond her entrepreneurial pursuits in fashion, Chandra is also a singer, a Broadway enthusiast, a mentor, and a passionate advocate for women in the arts. In a conversation, she shared insights into her inspirations and her path in the world of Chandra Fashion.
The Genesis of Chandra Fashion: From Inspiration to Innovation
Shubhra Bhattacharya Chandra’s foray into fashion entrepreneurship and sustainable design is deeply rooted in her upbringing and observations. Growing up in India during a time when a formal domestic fashion industry was nascent, Chandra’s early exposure was through cinema and a vibrant artistic home environment. With a scientist father in the army, her family moved frequently across India, but art and music remained constant. “My parents ensured I always had access to art and vocal music teachers, no matter where we lived,” Chandra recalls. Her family life was rich with artistic hobbies – singing, art, theater, and dance were integral to their daily rhythm. She was captivated by the local textiles and the skilled tailors who crafted men’s suits and intricate sari blouses. This fascination led her to begin sketching dress designs, selecting fabrics, and collaborating with local tailors to bring her visions to life.
Her creative pursuits expanded during high school in Delhi, where she immersed herself in Broadway musicals and Western music. This passion continued through her Economics degree at Lady Shri Ram College, solidifying her desire for a career in a creative field. An internship at advertising agency Lintas preceded her application to the newly established National Institute of Fashion Technology (N.I.F.T.) in Delhi, a program developed in collaboration with the Fashion Institute of Technology (F.I.T.) New York. As part of the pioneering batch, Chandra underwent a rigorous three-day selection process led by US faculty. Following NIFT, she pursued a Master’s degree in Clothing and Textiles with a concentration in Apparel Design at Michigan State University, supported by a full scholarship as a Teaching Assistant, recommended by her F.I.T. professors. For 17 years, Chandra honed her expertise working with major US fashion retailers, traveling globally in product development and sourcing.
The turning point came in 2008 when Chandra decided to leave her corporate career and launch her own fashion venture, Shubrah. Witnessing firsthand the excessive waste and rapid cycles of fast fashion ignited her commitment to change. “Fast fashion had become about creating collections for six seasons a year, with most items heavily discounted and ultimately discarded,” she explains. The industry’s reliance on synthetic fabrics, harmful dyes, unsustainable materials, air freight for tight deadlines, and non-biodegradable packaging troubled her deeply. “When these products didn’t sell, they ended up in landfills.” Chandra’s vision for Chandra Fashion was to decelerate this cycle, prioritizing organic and natural materials and upcycling handcrafted fabrics from Indian artisans and weavers. India’s rich heritage of natural textiles and skilled craftspeople became the cornerstone of her brand. Repurposing saris and other traditional textiles into timeless designs, coupled with a direct-to-consumer online model to minimize carbon footprint, became the foundational principles of Shubrah.com. Though perhaps ahead of its time in 2008 with its focus on slow, sustainable, and fusion fashion, Chandra Fashion has remained true to these principles, driven by her unwavering instincts and commitment to ethical and environmentally conscious design.
Chandra Fashion in 2023 and Beyond: Trends and Transformations
The global fashion industry, while a significant employer and manufacturer, is also a major contributor to environmental pollution. Today, terms like “sustainable,” “upcycle,” “reuse,” “natural fabrics,” “artisans,” “weavers,” “organic,” “biodegradable,” “local,” “carbon footprint,” and “slow fashion” are increasingly part of consumer vocabulary. However, Chandra cautions against “greenwashing,” emphasizing the need for genuine sustainability over superficial labeling. She is encouraged by the growing awareness among businesses and consumers regarding manufacturing origins and processes. “Are we sufficiently educating consumers about fair wages for garment workers? Are products truly sustainable, or is it merely marketing?” Chandra is optimistic about the increasing dialogues around women entrepreneurs and their journeys, recognizing the importance of these conversations in shaping a more equitable and responsible fashion future for Chandra Fashion and the industry at large.
