True Blue is a global clothing brand that draws inspiration from India and its heritage, reinterpreting it in a modern context and proudly takes it to the world. The brand represents a fast emerging, young India that understands the importance of being global, yet embraces its Indian-ness. In this constant quest towards creating something iconic while being true to its Indian roots, True Blue has partnered with the Ministry of Textiles in their initiative to promote the Handloom Sector and to alleviate the socio-economic conditions of handloom weavers. Handloom forms a precious part of generational legacy and exemplifies the richness, which has been kept alive by skilled weavers engaged in the age-old tradition of weaving. The weavers with their skillful blending of myths, faiths, symbols and imagery provide their fabric an appealing dynamism. Their strength lies in innovative designs, which cannot be replicated by the power looms.

With this association, True Blue will introduce ‘True Blue Handcrafted’,  a line of clothing which will be crafted with the handloom sourced from these local artisans.True Blue Handcrafted will boast of a complete line of apparel with authentic prints with hand embroidery, block prints, katha work, Tie & Dye etc. Handloom has the ability to make wide range of customized products in lesser quantity by frequently changing the designs, colours and textures, thereby creating an opportunity for brands to present something new with every season which has rarely been seen before. Some of the excellent work of arts transformed on fabrics by the adept weavers are Jamdani of West Bengal, Paithani of Maharashtra, Chanderi and Maheswari of Madhya Pradesh, Muga of Assam, Patola of Gujarat, Kani of Kashmir etc