In a market often dominated by fast fashion, Farog emerges as a refreshing alternative by promoting sustainability and natural beauty through its handcrafted, eco-friendly clothing. The brand is deeply rooted in respect for nature, utilizing the delicate art of natural dyeing, eco-prints and hand-painted designs to create pieces that are gentle on both the skin and the planet. As the demand for ethical and sustainable fashion continues to grow, Farog has quickly gained recognition for its unique approach, exquisite detailing, and commitment to mindful production.
The Story Behind Farog
Farog was founded by Hera Rasool, who had prior experience in the flower business through her first venture, “The Flower Shop.” Based in Delhi NCR, Hera’s flower business focuses on using sustainable materials, such as paper and fabric, for packaging. However, she noticed a significant amount of waste generated from unused flowers, stems, and leaves, especially around occasions like Mother’s Day, Valentine’s Day or during wedding planning. Driven by her ever-lasting love for fabrics and a desire to find a purpose for the discarded flowers.
Hera began experimenting with pressing flowers and leaves onto fabric, exploring natural dyeing techniques. After countless tests and trials, she discovered that certain flowers and leaves could leave lasting impressions on fabric. This inspired her to officially launch Farog. Hera’s vision is reflected in Farog’s name, which is derived from the Arabic word meaning “brightness and growth” This symbolizes the brand’s evolution from a simple idea into a beloved name in sustainable fashion.
Crafting Unique, Skin-Friendly Fashion
Farog offers an impressive range of clothing, which includes dresses, tops, shirts, skirts and kurta sets. Their recent collection features Indian festive wear, such as hand-embroidered kurtas, dupatta sets, co-ord sets, and kaftans. What sets Farog apart is their meticulous attention to customer comfort and skin sensitivity. Each piece is crafted using natural dyes and sustainable processes, ensuring they are gentle on the skin and provide a sense of warmth and comfort.
To maintain this authenticity, Farog relies heavily on hand-painting and eco-friendly prints. They often collaborate with local artisans who skillfully translate delicate floral designs onto fabric. This approach not only reduces the carbon footprint associated with synthetic dyes but also creates a deeper connection between nature and fashion. Farog is committed to redefining fashion with a more personal experience, and a focus on quality, comfort, and environmental sustainability.
Milestones, Challenges, and the Future of Farog
Since launching its website in March 2024, Farog has experienced significant growth, serving over 1,500 customers in mere nine months. This rapid success has been both a proud milestone and a learning experience for the team, who faced challenges with the natural dyeing process during the rainy season. They were required to find inventive solutions to dry fabrics more efficiently. Despite these hurdles, Farog’s small but dedicated team of ten has managed all operations in-house, ensuring that each garment receives a personal touch that larger agencies might overlook.
Farog’s latest collection, the festive line “Nazakat”, showcases the brand’s ongoing dedication to quality and artistry, featuring garments with intricate hand embroidery and delicate hand-painted details. Looking ahead, Farog plans to expand its range by blending traditional Indian aesthetics with modern sustainability practices, aiming to push the boundaries of what sustainable fashion can achieve. Through its commitment to environmentally conscious design, Farog aspires to leave a lasting impact in the world of ethical fashion—one naturally dyed garment at a time.
To Know more visit: Website https://www.farog.one/
The flower shop website – https://theflowershop.one/
Instagram: https://www.instagram.com/theflowershop.one/
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