The second rise of Wendell Rodricks label

Wendell Rodricks purchased more through Purple Style Labs which ensures that the deceased’s progressive and powerful legacy continues to live

Shortly before the imprisonment, the news of the late death of Wendell Rodricks of Goa in 59 years shook the Indian brotherhood. Rodricks was a pioneer in the Indian clothing industry, and he was part of a group of designers who in the 90’s formed the Indian fashion industry of that time. Rodricks – a strong voice within the industry and transformation – has always spoken in support of the LGBTQ + community, as well as the need for inclusion and diversity in his design. Rodricks was also interested in weaving his homeland, Goa, and had inspired a new life in the Kunbi sari. In addition to being the winner of Padma Shri he was also honored with the Chevalier dans l’Ordre des Arts et des Lettres of France. At the time of his death, he was working at Moda Goa, a museum dedicated to his beloved Goa fashion legacy.

Rodricks who had been thinking ahead had forwarded the creation of his fashion label to Schulen Fernandes four years ago. His first Trapezoid collection brought new strength to the label, and furthers Rodricks’ already gender-neutral conversations for women of all ages and ages. The label has now been purchased over by Purple Style Labs (PSL), which acquired Pernia’s Pop Up Shop. One of their biggest investors is not one of Flipkart’s founders Binny Bansal. Founder and CEO, Abhishek Agarwal, “Our idea in the PSL is that branding is a work of time and the success metrics have solid product information. During our two-year tour of Popia’s Pop-Up Shop, customers often ask us if we are selling Wendell Rodricks. Therefore, the memory of a solid product motivated us in our decision. ”Their priority will be to establish an e-commerce site and a brick and mortar store in Goa, which they hope to have next quarter. After that the focus will shift to building more retail outlets in other major cities before they look to push the product globally.

The creative head of the label, Fernandes, said: “After losing Wendell earlier in the year, I and my entire band were devastated. An ongoing feeling of uncertainty followed, as he faced this epidemic. It has taken a toll on us, as I am sure it is for most other businesses to grow at home. These stories are great for building more, especially for a label that is worth living longer. “He believes that this acquisition of companies will ensure that Wendell’s creative legacy continues,” he said. And this new journey isn’t just about keeping his design legacy in place. When it comes to caring for his people, his WR team has been investing in him, as a family. ”

Only a few home-grown fashion houses have received corporate support – such as Satya Paul, Anita Dongre, Ritu Kumar and recently Aditya Birla Fashion and Retail Group acquired a 51% stake in Shantanu and Nikhil’s label. The couple recently launched their own label, S&N by Shantanu and Nikhil, and two stores in Delhi have opened and some are set. For a home-grown label to have a strong Indian printing pan, such cooperation is necessary. “Such buy-overs are by no means new to the international fashion industry. So it’s time to dive into this new dimension. India has a very independent creative talent. Such partnerships ensure that the right labels get their fair share and translate into doing valuable business, ”said Fernandes.

Helping the art director to navigate this trade and art wedding will be PSL art director Anjana Sharma (former fashion director at IMG Reliance) who was also part of Rodricks’ inner circle, says, “The programs are aggressive. So while I’m going to deal with the whole business day in and day out, I’ll also be Fernand’s sound board artistically – to ensure we stay true to the product’s DNA. ”The story of Wendell Rodricks, a 31-year-old tour guide to India, is far from over and looks set to await a second sweep.

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