Jaitush's universe

Jaipur is at the center of my story. On a serene summer day in 1985, I was in Frankfurt to visit the textile fair: I was dazzled and awed at the fascinating world of Indian textiles from Rajasthan. “Unbelievable!” . A few minutes later I found myself accepting an invitation to visit a textile factory in New Delhi. Being young and full of passion for the textile world I immediately booked a flight to India. To this day I still remember the exact time and date that the old Air India plane I was on landed in Jaipur. It was six o’clock in the morning on September 7, 1985. The plane was originally bound for Delhi, but heavy fog redirected the flight to land in Jaipur.

Upon arriving at the airport I was greeted by the scorching heat and high humidity of the late monsoon season. It all quickly faded away as I gazed in awe from the windows of my rickety yellow-black cab at the wonderful corners of a world I was looking forward to discovering in all its intensity. I didn’t know it until then, but India would indelibly mark my life with a profound and extraordinary trait in the many years that followed.

The case?
Scents, colors, sounds, strong sensations that hit me like a hurricane then and continue to thrill me today.

In the spring of 1986, I began to import the beautiful silk Shantung in more than 200 colors, button prints, embroidery, until 1998 when on the wave of the success of the company Silks of Jaipur was born the first collection of accessories.
I was motivated by the desire to work with artisans from Rajastan, West Bengal, Orissa, Kashmir, and to develop high quality fashion items that could make a beautiful transition across cultures.

Jaipur is at the center of my story. On a serene summer day in 1985, I was in Frankfurt to visit the textile fair: I was dazzled and awed at the fascinating world of Indian textiles from Rajasthan. “Unbelievable!” . A few minutes later I found myself accepting an invitation to visit a textile factory in New Delhi. Being young and full of passion for the textile world I immediately booked a flight to India. To this day I still remember the exact time and date that the old Air India plane I was on landed in Jaipur. It was six o’clock in the morning on September 7, 1985. The plane was originally bound for Delhi, but heavy fog redirected the flight to land in Jaipur.

Upon arriving at the airport I was greeted by the scorching heat and high humidity of the late monsoon season. It all quickly faded away as I gazed in awe from the windows of my rickety yellow-black cab at the wonderful corners of a world I was looking forward to discovering in all its intensity. I didn’t know it until then, but India would indelibly mark my life with a profound and extraordinary trait in the many years that followed.

The case?
Scents, colors, sounds, strong sensations that hit me like a hurricane then and continue to thrill me today.

In the spring of 1986, I began to import the beautiful silk Shantung in more than 200 colors, button prints, embroidery, until 1998 when on the wave of the success of the company Silks of Jaipur was born the first collection of accessories.
I was motivated by the desire to work with artisans from Rajastan, West Bengal, Orissa, Kashmir, and to develop high quality fashion items that could make a beautiful transition across cultures.

Globalization, business and profit for its own sake, low quality products from the exploited and unethical Far East, are taking away breath and energy, removing this universe of people capable of creating precious and refined details.

From this deep emotion, with the creation, production and sale of Jaipur Silks, Jaipur Man Code, Jaipurino millions of scarves and kafthan, in a thousand colors, designs and hand embroidery, now part of Jaitush’s collection.

-Jai like Jaipur, -Tush like the most precious scarf in the world

Who have a priceless treasure in their hands, from which masterpieces come out.

I continue to believe that high quality culture and tradition can be reconciled with an increasingly selective and demanding market.
The concept of Fats Fashion is far away, in fact it is opposite to my belief: Slow Fashion is the priority and the mission of my last 35 years with India.
This means creating a dialogue between different cultures, bringing people together through mutual respect of traditions, collaboration, understanding and exchange of knowledge between artisans, designers, companies and also consumers.

Since the beginning of my experience in this distant world, my desire has always been to support and interpret the great Indian textile tradition, filtered by the good taste that characterizes Italian style, working with excellent artisans, custodians of a centuries-old culture now reserved in recent decades to a privileged few.
How many times, talking to the artisans of Delhi, Calcutta Jaipur or Benares, have I told them ….

Jaitush encourages the use of textiles made using techniques that do not harm the environment and that revive the craft culture by putting traditional textile practices and techniques to use.

I have always believed that our production chain should be transparent and vertical with fair labor standards, with modern and deeply ethical rules respected in all the factories producing Jaitush in Italy and India.

We believe in connecting quality craftsmanship to the market, artisans, tailors and designers to style trends.
Our brand encapsulates the vision of exchange not only between East and West, but also between all participants in the modern value chain. Preserving tradition, empowering artisans, using natural fibers, wearable and contemporary design are my goals.

The experience gained in over 35 years guarantees high quality, delivery reliability and above all joy and emotion.

Globalization, business and profit for its own sake, low quality products from the exploited and unethical Far East, are taking away breath and energy, removing this universe of people capable of creating precious and refined details.

From this deep emotion, with the creation, production and sale of Jaipur Silks, Jaipur Man Code, Jaipurino millions of scarves and kafthan, in a thousand colors, designs and hand embroidery, now part of Jaitush’s collection.

-Jai like Jaipur, -Tush like the most precious scarf in the world

Who have a priceless treasure in their hands, from which masterpieces come out.

I continue to believe that high quality culture and tradition can be reconciled with an increasingly selective and demanding market.
The concept of Fats Fashion is far away, in fact it is opposite to my belief: Slow Fashion is the priority and the mission of my last 35 years with India.
This means creating a dialogue between different cultures, bringing people together through mutual respect of traditions, collaboration, understanding and exchange of knowledge between artisans, designers, companies and also consumers.

Since the beginning of my experience in this distant world, my desire has always been to support and interpret the great Indian textile tradition, filtered by the good taste that characterizes Italian style, working with excellent artisans, custodians of a centuries-old culture now reserved in recent decades to a privileged few.
How many times, talking to the artisans of Delhi, Calcutta Jaipur or Benares, have I told them ….

Jaitush encourages the use of textiles made using techniques that do not harm the environment and that revive the craft culture by putting traditional textile practices and techniques to use.

I have always believed that our production chain should be transparent and vertical with fair labor standards, with modern and deeply ethical rules respected in all the factories producing Jaitush in Italy and India.

We believe in connecting quality craftsmanship to the market, artisans, tailors and designers to style trends.
Our brand encapsulates the vision of exchange not only between East and West, but also between all participants in the modern value chain. Preserving tradition, empowering artisans, using natural fibers, wearable and contemporary design are my goals.

All this has always been the basis of our philosophy, which led us to the creation of “Jaitush Loves the planet“.

The experience gained in over 35 years guarantees high quality, delivery reliability and above all joy and emotion.