Doh Tak Keh
/Show Day
Apr 26, Friday
/Social Media
Led by Juhi Melwani, Doh Tak Keh finds its roots in her fashion design education at Parsons School of Design in New York, culminating in her graduation in 2016. Following this, Juhi immersed herself in the fashion industry, refining her craft alongside luminaries such as Oscar de La Renta, before redirecting her focus towards India's rich artisanal heritage, notably collaborating with Kutch's Textile Artisans, marking a pivotal shift towards sustainability, and honoring the artistry behind apparel. This transformation set the stage for Doh Tak Keh's emergence as a prominent ready-to-wear brand, as evidenced by its standout presence at India Fashion Week 2019, firmly establishing its standing among the industry's elite designers.
Despite relocating to Canada in 2021, Doh Tak Keh's spiritual home remains in Mumbai, where it continues to draw inspiration from the pulsating energy of India's bustling streets and diverse cultural tapestry. With a cohesive team of 25 members, the brand offers a transparent look into its creative process through candid glimpses shared on social media platforms. Boasting 4-5 collections annually spanning urban streetwear to indie fusion, each design reflects the vibrant essence and cultural dynamism of India. By infusing bold graphics inspired by street art, local establishments, and culinary delights, Doh Tak Keh endeavours to spread a sense of desi fervour worldwide while upholding its steadfast commitment to sustainability and honouring the often overlooked heroes of the fashion realm.
PREVIOUS COLLECTIONS
What inspired you to become a fashion designer?
My experience studying at Parsons School of Design and working with fashion houses such as Oscar de la Renta introduced me to different aspects of the fashion industry. My later work with textile artisans in Kutch made me want to explore Indian craftsmanship and create fashion in a more meaningful way.
How would you describe your design style?
My style combines bold graphics, maximalist prints, unconventional silhouettes, and Indian cultural references. I use streetwear and high fashion to create expressive designs with a playful and eclectic character.
What can people expect from your collection?
You can expect bold prints, expressive graphics, hand embroidery, and contemporary silhouettes influenced by Indian street culture and craftsmanship. Sustainability and the use of repurposed materials are also important elements of the brand.
How did working with textile artisans in Kutch influence the creation of Doh Tak Keh?
Working with artisans and weavers in Kutch showed me the depth of India’s textile traditions and the skill behind handmade textiles. This experience encouraged me to return to Mumbai and create a brand that connected contemporary fashion with Indian craftsmanship.
How does sustainability influence the way you create your designs?
Sustainability is incorporated through the use of discarded and leftover materials, including packaging materials, plastic, paper, and textile waste. These materials are transformed through techniques such as hand embroidery, appliqué, and textile manipulation.