Founded in 2012 by designer Rakhee Shah, Maisha Concept is a globally inspired fashion and lifestyle brand for the woman who loves prints, travel and culture. The word Maisha means ‘giving life’ in Swahili. Through their contemporary, hand crafted designs in rich and bright fabrics, Maisha thus aims to resurrect and celebrate the heritage and skill of local artisans and textile manufacturers across the world. Each collection has its own story and symbolism and is created with care and an eye for detail.
As a socially and environmentally conscious brand, Maisha Concept thus makes a concerted effort to minimise its impact as a fashion label and give back.
Maisha Concept values transparency and consistently shares the production process of the artisan families that produce her collections. Hence, she travels to meet and work with the communities at key production times. Their artisans also earn above the local living wage.
Maisha Concept sources their materials responsibly from India itself to keep their carbon footprint low. Additionally, they use organic cotton fabric, a more eco-friendly alternative. They also dye their fabrics using natural herbal dyes.
They minimise plastic packaging and use only recyclable e-commerce packaging for their products.
Maisha Concept opts for organic materials where possible and always uses chemical-free dyes. The production process within her artisan communities minimises waste at every step of the supply chain. The label also produces in small batches to minimise overstock.
Maisha Concept is proud to communicate its sustainability efforts across its social media channels through authentic imagery and behind the scenes visuals and video. They make a big effort to encourage their community to share these values as well.