Boito, an Indian luxury clothing brand founded in 2023 by Richa Maheshwari, is dedicated to preserving and revitalizing the traditional handwoven textiles of Odisha. By integrating indigenous crafts such as Bomkai, Habaspuri, and Khandua into contemporary luxury designs, Boito emphasizes sustainability and supports traditional weaving communities. The brand’s collections feature high-end garments that highlight Odisha’s rich textile heritage.
Origins and Vision
The name “Boito” is derived from the ancient maritime festival ‘Boito Bandana’ (Worship of the Boats), celebrating Odisha’s historic maritime trade and cultural exchanges. This festival commemorates the voyages of the Sadhabas—ancient Odia mariner merchants—who sailed to distant lands, carrying woven textiles as precious cargo. Inspired by this legacy, Boito aims to preserve these stories and honor Odisha’s history by creating contemporary high-fashion garments using heritage textiles.
Founder’s Journey
Richa Maheshwari, after a 15-year career at software company, SAP, embarked on a sabbatical in June 2022 to explore indigenous Odia culture and heritage. Her travels to remote parts of Odisha exposed her to the intricate craftsmanship of local weaving communities. Moved by their artistry and the challenges they faced, she founded Boito to empower these artisans and bring their crafts to a global audience. Collaborating with veteran designer Anshu Arora, Boito transforms traditional weaves into luxury garments, ensuring that the artisans’ unhurried way of life remains undisturbed.
Craftsmanship and Collections
Boito collaborates with exceptionally skilled craftspeople who have preserved their traditions across generations. These artisans work with unmatched dedication, spending countless hours to weave textiles that are more than just garments—they are masterpieces. Each piece reflects a blend of cultural pride and sustainability, representing the ethos of slow fashion.
Community Engagement and Sustainability
Boito’s commitment extends beyond fashion; it’s deeply rooted in community engagement and sustainability. By collaborating directly with weaving communities, the brand ensures that artisans receive fair compensation, thereby uplifting them financially. This approach not only preserves traditional crafts but also provides sustainable livelihoods, encouraging younger generations to continue these time-honored practices.
Exhibitions and Pop-Ups
Since its inception, Boito has actively showcased Odisha’s textile heritage through various exhibitions and pop-ups:
- Kala Bhoomi, Bhubaneswar (November 2023): Boito launched with an exhibition titled ‘Celebrating Odisha’s Textile Legacy,’ featuring their debut collection, photographs, crafts, and artifacts.
- 47-A, Mumbai (December 2023): A heritage art and retail show curated by designer Anshu Arora, adapted from the Kala Bhoomi launch.
- Bikaner House, New Delhi (August 2024): An art exhibition titled ‘Odisha’s Textile Landscapes: Journeying through Legacy & Lore,’ highlighting the communities Boito collaborates with.
- Whalesong, Goa (December 2024 – January 2025): A retail exhibition and solo show entitled ‘Odisha in Ceremony: Ritual & Practice from the Land of Artists.’
These events serve as cultural deep-dives into artisan communities, their stories, and Odisha’s crafts, creating alternative avenues for sales and promotion.
Customer Base and Market Presence
Boito caters to an evolved clientele, including prominent designers, art and history custodians, and connoisseurs of vintage crafts. By highlighting the workmanship behind each craft, Boito appeals to customers who value authenticity and heritage.
Future Endeavors
Looking ahead, Boito plans to continue its mission of preserving Odisha’s textile traditions by expanding its reach both within India and internationally. The brand aims to foster greater appreciation for these crafts through collaborations, exhibitions, and by continually innovating within the framework of traditional artistry.
In essence, Boito stands as a testament to how traditional crafts can find relevance in modern luxury fashion, ensuring that the rich textile heritage of Odisha thrives for generations to come.