Label Yuga

"Uncovering Hidden Gems In Craft And Story"

Label Yūga unites Kerala's artisanal heritage with the quiet elegance of Japanese minimalism. Reimagining Kasavu weave-once reserved for sarees and lungis-into fluid, meticulously tailored essentials, the label balances subtle texture and restrained palettes with contemporary refinement. Rooted in heritage yet effortlessly modern, Yūga invites wearers into a world where tradition finds renewed relevance through sophisticated, understated style.

Pure Cotton Pure Cotton
Handwoven Handwoven
Artisans Welfare Artisans welfare
Natural Materials Natural Materials
Natural Dyes Natural Dyes

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Vidavu

Vidavu

by Label Yuga

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The Creation Process

Label Yūga's story starts with kasavu-the lustrous gold‐zari border that has framed Kerala's hand‐loom saris for centuries. In Chendamangalam, Kerala, weavers from the the society brush coconut‐oiled warps and stiffen yarn with rice starch till date. The brand arrives with new border graphs and colour cues; the society weaves bespoke yardage, which travels north to Yūga's Rampuri, Kalkaji atelier. There, small‐batch cutters transform the fabric into pared‐back shirts, co‐ords, and fluid dresses, letting the gleam of kasavu play against Japanese‐lean minimal lines. Fair wages, slow runs, and a two‐way design dialogue ensure every thread carries Kerala's ceremonial grace into contemporary city life.

Meet Parul Gupta, the Designer

Parul Gupta had a calling for design from her younger days, but her path as a designer truly took shape through a powerful encounter - standing amidst artisans during her craft cluster travels across India, where she discovered the true soul of design. This connection and curiosity led her to Kerala, where meeting the women behind Kasavu weaving deepened her purpose. She began working with the cooperative society of artisans there, and from that collaboration, Label Yuga was born - a brand rooted in tradition, simplicity & collaboration.