In Acknowledgment of Global Warming, Fashion House Ushers in an Early Spring: Mehera Shaw Announces a 10% Donation to Environmental Groups

Carrboro, NC (PRWEB) January 18, 2007

"Help us go green," fashion entrepreneurs Mark and Shari Keller are saying this spring. The Kellers--also the owners of Mehera Shaw, an ethical fashion house-- are asking customers to join Mehera Shaw in raising funds for a positive change. They will donate 10% of their sales on spring items to select environmental organizations during the week from January 25 to February 1, 2007. Designer Shari notes: "It's not just about the crazy weather patterns of late and whether we should be selling summer dresses or quilted jackets. This is about everyone joining together at a fundamental level, using their buying power to make greener choices. We are also working to lessen our own environmental footprint. For the past year, we have been developing a line of organically grown cottons, we are starting to ship by sea rather than use air freight. We are using recycled shopping bags, and now we are inviting our customers to help us grow a greener world."

The Kellers are part of a new understanding in the fashion movement: putting ethical together with enduring style. Over the last eight years, the Kellers have developed their business from a romantic inspiration in the Rajasthan desert to a fashion house whose philosophy is rooted in do-good ethics, ecological production methods, fair trade, and above all, a feminine ideal of beauty and enduring style. Their philosophy has evolved out of a desire for their clothes to be a reflection of their values. "Our clothes are not trendy-- rather they are classically inspired. I want our designs to reflect a happy femininity and also enduring style," comments Shari.    

Mark and Shari developed Mehera Shaw in 1999, out of a passion for India and its people and indigenous arts. " Everything we make" comments designer Shari, "is done using traditional techniques, from the hand block printing and vegetable dyes to many of the stitching techniques. We make an effort to keep alive the artistic history of the fabric. We work with techniques that leave as little environmental impact as possible while also supporting the quality and style of life of the village artisans who have traditionally done this type of work. Our styles are about an 'enduring fashion'. Progressive fashion is not about trends. It's about sustainability and respect."

Mehera Shaw's clothing is fair made and supports the cottage industries of North India. It is one of a handful of ethical fashion houses that are seeking to give voice to artisans through an integrated, grassroots process. Shari comments: "Being a business owner carries with it the responsibility to do things in the best way possible and encourage others to make the same choices."

Shari is making her third trip to India this year to oversee production of Mehera Shaw's new line of organic cottons. They are expected in the Mehera Shaw boutique in the Carr Mill Mall in Carrboro later this spring.

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