by: Srija Mukherjee
Colors, Designs, Rural Roots, Ethnic patterns, The scent of North East. To say the least, ATUT serves you all of these in a platter in the name of fresh garments. The brain child of a power house of talent, UTPALA TALUKDAR has made ATUT into a living reality as of 2018. It had a humble start two years ago in the National Capital and is sailing well.
Utpala hails from Assam, which is known as a biologically diverse state. Assam in true sense is an innate inspiration to its home land weavers. The school of weavers ace the art of combining geometrical patterns with a variety of multi layered flora and fauna.
After completion of her plus 2, Utpala left home to pursue her higher education and hone her creative skills. A graduate from Delhi University, she completed her Masters in Advertising and Marketing Management from AMITY Noida.
She had a stellar start to her career with world’s best brand names. McCann Erikson and Ogilvy and Mather. After 4 successful years in both places, Utpala’s own garment brand ATUT was conceived and given shape to.
The backbone of ATUT are the home land Assam weavers, who are skilled to make a prolific mark amidst other labels. The textile consistency is rich, vibrant, basic yet trendy. That is what the creator’s whole focus has been. Live to create a unique finger print of North East tradition clothing.
ATUT is an attempt to connect the lives of these Assamese weavers to the contemporary and ever changing society, by blending contemporary clothing choices to the social, cultural and religious lives of them. It also fuses modern-yet traditional textile creations together.
ATUT promises to be an enriching experience of fashionable yet traditionally rooted brand name. Needless to say it brings out a reinterpretation of unknown motifs, sown to pitch perfection for the new age buyers.
Fresh, feminine and timeless. ATUT is a voice of seamless harmony and history of Assam tradition in the new age. It stands out for an out- of- the- box mark for fashion, and a global understanding of people.
ATUT plans to spread wings in all existing Indian metros reading the trends of garment industries. However, their first working base as of now is the National Capital.
Srija Mukherjee is Kolkata based contributor of Kashmir Patriot. She can be reached at : [email protected]