“I am more Gandhian. I don’t want the clothes to wear you… you wear the clothes.”
Guru of Minimalism, Pioneer of Resort Wear in India, and revivalist of the Kunbi saree – Wendell Rodricks was an acclaimed fashion designer, author, and activist. Conferred the Padma Shri – the country’s fourth-highest civilian award – in 2014, Rodricks was at the forefront of India’s fashion evolution. His eponymous label, launched in 1989, boasts an unrivalled legacy, now propelled by Purple Style Labs.
After Wendell Rodricks’ untimely demise in February 2020, Purple Style Labs (PSL) acquired the eponymous label to keep his legacy alive and carry forward his vision. The internationally-famed designer, who is highly celebrated for his forward-thinking and design innovation, remains remarkably sought-after by fashion connoisseurs and enthusiasts.
PSL aims to bring the decades-old brand to a newer, younger audience through collections that reflect the pulse of the new wave.
Based on Wendell’s iconic design sensibilities, the womenswear and menswear collections are divided into three broad categories: Minimalism, Handloom and Colour Blocking. The minimalist segment encompasses easy kurtas, breezy shirts, fluid dresses, versatile tunics, and Wendell’s classic whites, all reflecting the ‘less is more’ design philosophy of the late designer.
An extensive use of natural fabrics encapsulates the Handloom Story, with natural fabrics and indigenous techniques such as the Kunbi & Mundu – his signature. Sophisticated and youthful colour blocking takes centre stage, with a vision to cater to not just Millennials but also Gen Z, resulting in a fresh approach & audience.
In addition to apparel, the label now also has a jewellery collection and a home decor line called Wendell Homes.
Launched in 2022, Wendell Homes is a line of luxury Bed & Bath Linen crafted with the finest fabrics & fibres. The handcrafted pieces are made for your every day, featuring coastal-cool palettes influenced by the ocean and details inspired by Wendell’s key design aesthetics.
T 11 A, Third Floor, 34/14B Block, Phoenix Palladium, 462, Senapati Bapat Marg, Lower Parel, Mumbai, Maharashtra : 400013
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