Sat Jan 25 14:43:09 UTC 2025: ## German-Based Couple Launches Sustainable Khadi Streetwear Brand “Mor”
**THIRUVANANTHAPURAM, January 25, 2025** – A Germany-based Kerala couple, Nikil Abraham and Diya Anna Abraham, have launched “Mor,” an artisanal streetwear brand aiming to popularize Indian khadi fabric in European markets. Mor uses traditional khadi sourced from Kerala and KVIC-approved institutions, creating modern streetwear including khadi denim and hoodies.
The brand emphasizes ethical and sustainable practices, ensuring fair wages for artisans and utilizing organic cotton and natural dyes. The fabrics are designed in Germany by Amelie von Hausen and handcrafted in India, incorporating traditional techniques like Ajrakh hand-block printing. Each garment is unique due to the handmade nature of the khadi.
“Mor is more than a clothing brand; it’s a movement,” says Nikil, highlighting their commitment to countering unsustainable practices in the fashion industry. Currently operating online, Mor is seeking investment to expand across Europe and plans a crowdfunding campaign to support its growth. They believe the increasing European demand for sustainable fabrics presents a significant opportunity for their fairly-priced, high-quality khadi products. Namitha Benazir oversees production and quality control in India.
First Piper 