Anokhi Fashion Lifestyle Entertaiment

What disturbs me the most is the general lack of respect and sensitivity for the environment [in] which we live,” says Yogesh Chaudhary, the 24- year-old former head menswear designer for Punya Shiv. “We as designers need to reconsider the needs that we are trying to address through the design of a new object, and question if those needs can be met in a more sustainable way.” Dedicated to creating sustainable and eco-friendly techniques, Chaudhary’s vision focuses on reducing the environmental impact and carbon footprint of a garment’s production, use and disposal.

The Ahmedabad, India-based designer is candid with an upbeat and friendly demeanor and infectious sense of optimism. Born February 20, 1987 in Gurgaon, India, into a middle-class family, Chaudhary was raised in a supportive environment. “I’ve grown up on stories of how my grandfather used to sew military tents during British rule in India as a hobby. So when I informed [my parents] of my interest in fashion, they weren’t entirely surprised,” he says. “They have always been very supportive in my choice of profession.” It was in high school when Chaudhary realized what he wanted to do with his life. “In a country obsessed with doctors and engineers, any individual looking the other way is considered academically weak, so I took science as my focused elective in high school. Despite that I still could not deny my calling and joined the National Institute of Fashion Technology, New Delhi.” And it hasn’t always been smooth sailing. “From being the worst student in class the being the best, I think I’ve seen it all,” says Chaudhary. “I was always a sincere student toward things that had me interested; I realized at an early age that the only way I could excel at something was completely dependant on my passion toward it.”

While not yet among the hierarchy of high-profile designers in India, Chaudhary is working hard to changing that. With two prestigious awards (the Van Heusen Emerging Designer of the Year Award at Men’s Week, New Delhi and the 2010 Montana Supreme World of Wearable Art Award in New Zealand), the position of head menswear designer at Punya Shiv Clothing (which he was forced to resign from upon attending a postgraduate degree at the National Institute of Design) and his own women’s label in the works, it’s clear that the affable Chaudhary intends to leave his mark in the industry.

LOOPS, Chaudhary’s winning entry in the 2010 Montana World of Wearable Art Supreme Awards, was an interesting experiment in sustainability and is now a part of a permanent exhibit at World of Wearable Art & Classic Car Museum in Nelson, New Zealand. A world-renowned design and art event, the Montana WOW Art Show has been described as a show that “makes Lady Gaga look like a librarian and has more originality and creativity per minute than any other show I’ve ever seen.” Chaudhary’s entry-winning garment was constructed entirely without any foreign substances such as thread or glue, and was inspired by a revolutionary technique known as seamless knitting. Says Chaudhary, “The basic idea lies with self-sufficiency, which essentially translates into the garment not needing any external material besides its core material.” A collaboration between Chaudhary and product designer Manas Barve—his friend and colleague—the garment is a visually enticing art piece made entirely of Merino wool felt that made use of lasercutting. “Contrary to what the garment may seem,” says Chaudhary, “it’s quite a technical concept.”

With the onslaught of attention the young designer has been receiving, it’s relatively safe for one to speculate about Chaudhary’s bright future. Currently enrolled in the National Institute of Design, Chaudhary is hard at work obtaining his post-graduate degree, and despite his young age, he’s not hesitant when it comes to discussing his future plans. “I am working on our entry for WOW 2011 and focusing on my label SURENDRI by Yogesh Chaudhary. The label reflects the new age woman’s highly mature taste for lifestyle and design and will contribute to the rich heritage of India by introducing it to a modern audience.” Along with an unwavering commitment to the planet, Chaudhary also has his sights set on “glocalisation”—a term used to describe a product that is distributed and developed globally but tailored to specific customs, consumers and regions. “I wish to take India to an international platform and direction where Indian fashion starts being perceived as mature, well-constructed, researched with a truly global ecological system that influence our design,” says Chaudhary, who certainly has lofty aspirations for a determined young man.

BY JACQUELINE PARRISH / PUBLISHED: MAY 2011
PHOTOS COURTESY OF: YOGESH CHAUDHARY