Tokree’s journey began in 2013 as a concept store dedicated to clothes, antique finds, and artisanal arts and crafts from across Rajasthan. The name in Hindi means “a basket"and we imagine Tokree as a mixed bag of Rajasthani crafts for the contemporary buyer. We are a brand that is connected to its Indian roots. We see the rich heritage of handmade in India, and more specifically in Rajasthan, as a canvas of possibilities for the contemporary Indian woman who values craft and wants to make it a part of her material identity. Our garments have an inherent flamboyance to them without renouncing the brevity of artisanal
nuances; this makes Tokree’s visual language an exciting combination of the traditional and the modern. As a brand, we put a lot of importance on the craft heritage of Rajasthan, on the diversity that is represented through these timeless practices. Tokree can be summed up as the essence of Rajasthan.
JAIPUR, THE MUSE
Tokree’s design language is centred on the craft practices of Jaipur. The brand draws its inspiration from this historical, vibrant city that is today the design capital of the country.Jaipur’s colourful architecture and artistic traditions, seen everywhere from forts to marketplaces, float through the aesthetic consciousness of Tokree, the basket of handmade goodness from Rajasthan.
Each piece of garment from Tokree is designed to tell a story. Tales of the city it is rooted in, tales of the individuals choosing to wear it, tales of the handmade crafts passed down from generation to generation. Tokree’s journey of cloth-making has been filled with insightful vignettes of craftspeople bending down for work using their characteristic tools. Such images are what we try to translate into the soul of the garments, through motifs that evoke the past but also innovate the visual language of the piece. From jaalis (latticework) to friezes, from plaques to archways, Tokree’s design vocabulary is enriched by the lived experiences of
Jaipur. Think of pop of colours like deep yellows and sandstone pinks, vibrant tangerines and reds against a sea of marble white or limestone beige. One has to immerse into the city of Jaipur to understand how inspiration exists here at every turn and corner.
We have also worked extensively with natural dyes, a traditional inherent to Jaipur and other parts of Rajasthan as well. With the stories and motifs combined, Tokree represents cultural beauty that does not shy away from feminine glory, that accommodates the whimsical craft practices into men’s wear, and communicates a vision wrapped in nostalgia and yearning for the charms of the yesteryears.
BLEND OF TRADITION AND MODERNITY
Keeping in touch with the ideals of our muse, Tokree has adopted an elevated design framework that prioritises the individuality of the person. Piece by piece, we recreate the idiom of contemporary design while retaining the beauty of handmade practices Tokree is a seamless blend of the ancient and the contemporary. It is aesthetically ambitious but also places comfort at the centre of the brand experience. A Tokree ensemble could be toned or toned down depending on the context – we have sought to keep our brand language fluid and
flexible in a way, keeping in mind the evolving woman of today’s India. We are inspired by this figure of the modern Indian woman who doesn’t shy away from femininity but is equally invested in giving her own definition of womanhood. She is whimsical yet responsible; she is flighty yet grounded; she is vibrant yet retrained, and she celebrates authenticity in everything she wears and does.
Tokree also creates select men’s wear rooted within the same traditional practices and in the process, has created a visual language of everyday opulence so reminiscent of our material history. Our pieces are recognised by the beautiful, nuanced detailing that goes into every piece, which is sure to lure you to explore our garments as well as our story.
Tokree has placed natural fabrics at the heart of the brand. Along with sustaining traditional craft practices, we are mindful of environmental sustainability as well. We seek to place our work within the ongoing discourse of conscious production and responsible design, so as to further the conversation about mindful practices of living and working. It goes without saying that clothes occupy an important narrative of material production, and our honest efforts have been towards exacting a production and design system that makes our garments classic,
long-lasting, ideal for wearing across occasions, and high on quality. We have an inherent discomfort with ‘trends’ – we believe, rather, in the timeless appeal of classic silhouettes and handcrafted traditions that tell a story. We believe in making clothes that make memories in return. Couple with comfort and ease of movement, our garments embody the best of both worlds – Tokree endeavors to carry forward the rich traditions while modernising the representation to appeal to the modern Indian. In other words, the indigenous craft techniques
lend our pieces a heart while a minimalistic sense of design infuses it with soul, ready for flight.
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