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SMPL
Dehradun (Uttarakhand) [India], March 24: Bhitoi proudly announces its official launch, bringing to life the rich traditions, artistry, and heartfelt connections of Uttarakhand. More than just a brand, Bhitoi is a tribute to the skilled hands and deep-rooted heritage of the region, where every stitch tells a story and every creation carries a legacy. Bhitoi, which was established on the tenets of sustainability and slow fashion, collaborates closely with craftspeople that have been practicing their trade for many generations. The brand has beautiful hand-knitted clothing and hand-embroidered patterns that draw inspiration from nature and Uttarakhandi traditional arts. Bhitoi embraces a conscious approach to fashion by emphasizing timeless craftsmanship, ethical manufacture, and organic materials to make sure every piece is long-lasting. "Bhitoi is my way of sharing the spirit of Uttarakhand with the world," says Garima Patwal, founder of Bhitoi. "Growing up, I was surrounded by the region's rich traditions, landscapes, and artistry. My time in Milan ( Italy) made me realize the importance of preserving and elevating these elements on a global stage. Bhitoi is not just about fashion--it's about honoring our roots and keeping our traditions alive." How Does Bhitoi Preserve Uttarakhand's Cultural Heritage Through Fashion? At its heart, Bhitoi embodies the warmth and love of Uttarakhand's heritage. The brand takes inspiration from the tradition of "Bhitoi", a cherished journey during the Hindu month of Chaitra, when parents travel long arduous distances to visit their daughters, bringing them small yet meaningful tokens of love. This spirit of devotion and belonging forms the foundation of Bhitoi--a brand that weaves culture, emotion, and craftsmanship into every creation. With a background in engineering and a master's degree in Luxury and Fashion Management from Milan (Italy), Garima Patwal brings a unique perspective to Bhitoi. Having worked with leading luxury fashion companies in Italy, she seamlessly blends tradition with modern luxury, creating a brand that empowers artisans while showcasing Uttarakhand's artistry to a global audience. How Bhitoi Support Local Artisans Through Bhitoi's Craftsmanship Looking ahead, Bhitoi envisions thoughtful expansion while staying true to its roots. The brand will continue introducing new artisanal knits and hand-embroidered collections, further highlighting the region's craftsmanship. Through an enhanced digital presence, including immersive storytelling and traceability features, Bhitoi aims to foster a deeper connection between artisans and conscious consumers. As Bhitoi grows, its commitment remains unwavering--to empower local artisans, especially women, by providing training, fair wages, and sustainable livelihoods. Sustainability is at the core of its journey, with investments in eco-friendly production, biodegradable packaging, and carbon footprint reduction. A Gift to the World Bhitoi is more than a brand--it is a bhitoi (gift) to the world, a labor of love, and a tribute to heritage. By bridging past and present, tradition and modernity, Bhitoi invites the world to experience the heart and soul of Uttarakhand--one stitch at a time. Please visit our official website https://bhitoi.com (ADVERTORIAL DISCLAIMER: The above press release has been provided by SMPL. ANI will not be responsible in any way for the content of the same)
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