In the vibrant landscape of Indian fashion, where contemporary designs often take center stage, a new wave of labels is emerging, dedicated to preserving and promoting the country's rich textile heritage. Among these, one brand stands out for its commitment to showcasing the artistry of Odisha: Boito. Founded by Richa Maheshwari, Boito is more than just a clothing brand; it is a conscious effort to revive and celebrate the traditional crafts of Odisha, empowering local weavers and artisans in the process.
Boito's collections beautifully blend Odisha's heritage with modern aesthetics. The label uses organic cotton and natural dyes to create timeless and trendy coats, dresses, and scarves. The brand's commitment extends beyond design, focusing on sustainability and ethical practices. Boito closely collaborates with local artisans, ensuring that traditional crafts thrive while providing sustainable livelihoods for these communities. By providing consistent work and fair compensation, Boito ensures their skills and heritage are valued and supported.
The brand's name itself is a nod to Odisha's rich maritime history. "Boito" is derived from the ancient Odia maritime festival of "Boita Bandana," which celebrates the voyages of the Sadhabas – ancient Odia mariner merchants who sailed to distant lands, carrying the exquisite woven textiles that were the pride of Odisha. This connection to the past is woven into every aspect of the brand, from its designs to its ethos.
Boito's dedication to preserving Odisha's textile heritage is evident in its commitment to minimal design interventions, preserving the authentic spirit of the textiles while adapting them for modern consumers. The brand works with various indigenous textiles from numerous communities in Odisha. Their collections celebrate classic weaves like Bomkai and Khandua. Bomkai is renowned for its complex weaving techniques, where artisans employ extra warp/weft and bandha techniques to achieve distinct designs. Khandua employs the single ikat bandha resist dying technique, using a complex mathematical system to incorporate curvilinear patterns. The Kapdaganda shawls, crafted by the Dongria Kondh community, reflect the community's reverence for nature and harvest, with motifs and colours representing the sacred Niyamgiris. By incorporating these traditional textiles into contemporary silhouettes, Boito ensures that these ancient crafts continue to be relevant and appreciated in today's world.
Founder Richa Maheshwari's journey began with a deep personal connection to her roots. After spending 15 years in the corporate world, she returned to Odisha with a dream of preserving its rich textile heritage. During her travels, she witnessed firsthand how textile-making is a central focus of indigenous family life. Inspired by the artistry and resilience of these communities, she founded Boito to create a platform that would empower artisans without disrupting their traditional way of life.
Boito's commitment to showcasing Odisha's craftsmanship has garnered attention and accolades. The brand has held exhibitions in Bhubaneswar and Mumbai, showcasing its handloom creations and giving the backstory of their creation. In December 2024, Boito announced an exhibition at Whalesong Art.Design Gallery in Goa, titled “Odisha in Ceremony,” which focused on outerwear such as trench coats, jackets, and kimonos, drawing deep inspiration from Odisha's vibrant traditions. Indian celebrities have also been spotted wearing Boito's elegant handwoven pieces, putting Odisha's textile artistry on a new kind of red carpet.
Boito's vision extends beyond the realm of fashion. The brand aims to adopt more villages, fostering sustainable livelihoods and building a vibrant ecosystem for Odisha's textile industry. By providing artisans with consistent work and fair compensation, Boito ensures their skills and heritage are valued and supported.
