With roots in the quaint Cherthala village in Kerala, the luxury fashion brand Neytt by Extraweave recently stirred the global fashion arena with its unique and exquisite designs showcased at the illustrious Met Gala. The brand's innovative fusion of traditional weaving techniques and contemporary fashion sensibilities has captivated fashion enthusiasts worldwide, marking Neytt's Met Gala debut as a significant milestone. This article delves into the remarkable journey of Neytt by Extraweave, from a small village in Kerala to the international stage of the Met Gala, underscoring its unique fashion philosophy, which adeptly weaves tradition and modernity together.
In recent years, Neytt's carpets have gained considerable recognition, finding their place in a broad spectrum of venues, from CIAL in Kochi and the Roosevelt Centre in New York to prominent retailers like Ikea, Restoration Hardware, Ballard Designs, and Crate & Barrel. Extraweave has also crafted rugs and carpets for several Taj properties and Bollywood celebrity Sonam Kapoor's London home, among others.
This year, Neytt received the prestigious opportunity to work on the MET Gala, which revolved around a tribute to the late Karl Lagerfeld, with the Spring 2023 show aptly titled 'Karl Lagerfeld: A Line of Beauty'. Over the years, the gala has evolved into a larger-than-life pop-culture spectacle. Sivan shed light on their rug-making process for the event, "We go deep in our process, while designing we sit down with the people and understand the inspiration and meaning the rug would be making." The Met Gala's renowned staircases were enveloped in an off-white natural fibre carpet, meticulously crafted in alignment with Japanese architect Tadao Ando's concept, taking a substantial team of craftsmen 60 days to complete. This magnificent carpet was fully biodegradable and sustainable, constructed of Sisal fibre from the Agave plant and woven with the Boucle weave for rigidity.
Sivan further elucidated how the Met Gala opportunity came to fruition, "We were reached out to through a Kentucky-based firm - FibreWorks - for the Met event after considering Extraweave's portfolio, and the quality of our rug."
Extraweave's Neytt is one of the few companies that pays for groundwater. With a monthly electricity usage of 1,500 kW, they plan to become self-sufficient within three years, having already installed a 500 kW solar array. Sivan highlighted their commitment to eco-conscious practices, stating, "We do rainwater harvesting; we have a 1 lakh litre water tank, and we recycle our process water. The company runs on solar energy. We don't use plastic, and if we do, it's from old PET bottles." His wife, Nimisha Srinivas, also plays a critical role in sustainability by upcycling old rugs and transforming them into new design elements.
Looking ahead, the design studio plans to expand the Neytt brand through a store-in-store concept. Already making strides in this direction, they've established ten store-in-stores with an ambitious target of reaching 250 in the coming years. To date, Neytt has collaborated with seven international designers, handling every aspect of the project from conception to completion. Sivan explains their future vision, "Neytt is more high fashioned. We want to work with more natural fibres and get people to create and understand stories through the creation. We want to make the brand more accessible to Pan India."
As the story of Neytt continues to unfold, its journey from a small village in Kerala to the global stage of the Met Gala serves as a testament to the brand's commitment to sustainability, creativity, and exquisite craftsmanship. By continually pushing the boundaries of traditional fashion, Neytt by Extraweave is undoubtedly redefining the industry landscape with its blend of tradition, modernity, and unique storytelling through design.
