Vraj:bhoomi is a concept clothing label founded by Bhoomi Dani & Priyam Shah, who have been working with desert artisans in transforming the traditional hand block printing skills to ethical aesthetic wear. The duo have been involved with the contemporary revival of a textile craft called “Ajrakh”, a form of hand block printing with resist dyeing using natural dye stuffs.

The brand is on a quest for the Indian contemporary, rooted in its traditions yet global in its charm. ‘Contemporary Revival’ as a design expression is held close and lies at the spirit of every creation. Unlike the commercial production process, the idea of an outfit at Vraj:bhoomi doesn’t start at design level - it begins as a shared effort between the designer and the craftsmen.

Being a textile centric label, they are intensely involved in researching, reviving and sustaining the inherent quality of traditional Indian crafts. They consistently seek to push boundaries in the creation of a new aesthetic using old-world and traditional processes. The label brings together Indian elements to a sensibility very global in appeal. The label focuses on comfort, ease and thus cotton in relaxed silhouettes characterise Vraj:bhoomi.

Image and text source- Vraj:bhoomi