The Importance of Quality and Power of Purity

Let’s take the Remy Cotton, to start with. Used, to wrap mummies from the Egyptian Civilization, this fabric helped preserve the culture and flavours of a civilization even after centuries. Or the stone bricks, used to make those iconic heritage buildings, that were constructed right since the start of the industrial revolution, and stand strong, even today. Apple Watches with heart rate detection features that have actually proved to be lifesaving, and even, the famous Ramashray Café, serving their flagship South Indian delicacies, made with the same recipe since generations.

These are some classic examples that account for, the sheer importance and magnanimity of products, built, using the purest of raw materials, to ensure, incomparable quality.

Quality is a very glorified concept, theoretically. Yet absolutely scarce, underrated and overlooked, practically. Quality is often correlated with luxury. There are often believed to be 2 concepts understood together. But, having a rich 40 hour plus zardozi handwork done on your saree, is luxury. Whereas, wearing a simple white shirt, made from the best quality cotton, using time and tested fabric constructions and modern techniques to create them, is quality.

Quality is the flagpole to measure how well you’ve made your product.

Purity is your commitment to use the best ingredients to do justice to this.

When we try and dig in, a little deeper, to understand our craft, we often realize that quality is actually nothing but the original recipe. The well thought permutation and combination of ingredients that very well solved a purpose. Every product, is essentially created, to achieve a purpose. To solve a problem. And with setting that as the premise, a quality is developed, with the right mix of raw materials, with a vision, to solve the problem.

Often, the core principles to develop a quality, never changes. But, its only improved upon, and upgraded with time, using the best possible resources available, at that time, to its discrepancy.

And that’s how you developed THE BEST QUALITY. OR. THE PUREST QUALITY.

Let’s take the iPhone for instance. A product developed with a simple vision. To give an all in one umbrella product, which provides you with all the tools you need for your daily life, along with internet connectivity to amplify the usability and reach for this. A Smartphone. A product defined.

Now to create this product, they developed a quality around it. To make it handheld and easy to carry. To remove a keyboard and give a full-length touchscreen, to create unlimited user interfaces, each designed and unique to its purpose. To use a finger instead of a stylus pen to make it absolute free moving and fluidic in use. To give you a one stop destination for all your needs, catered through different gadgets, all in just one device, which is then compartmentalized well, to avoid confusion, through apps.

And lastly, to do justice to this revolutionary product by using the best resources. By creating a design, that is clean and amazingly rich, using great materials. Something that you can never get tired of, even after having around you for majority of your day. By using an unparalleled quality, for the touch screen, that ensures the screen moves as effortlessly as your fingers naturally make them. By supporting it with an extremely powerful software, that ensures a smooth and seamless experience. And finally giving it an ecosystem with other products, to maximize its potentials.

Quality, is always a holistic experience, and Purity, is always an investment.

Every industry, is built on the premise of, solving a problem for the society. And every company, within this industry, aspires to pioneer, at creating products and experiences that can go beyond than just doing justice to the vision seen. The minute an industry or a company thrives at doing justice to their craft, the society supports it with flourishing demand. And the minute your demand increases, the supply needs to be competent enough to do justice to it. This new demand is celebrated as an opportunity, and welcomed by new vendors and suppliers. This creates new competition. A change in the established status quo. A new race to run, and a competition which, in time, loses its core purpose in premise. It reaches a point, where now, it’s all about surviving and simply fulfilling, instead of committing and delivering.

Every industry and every company, starts brilliantly, but eventually loses its niche and grip, due to this inevitable economic phenomenon called COMMERCIALISATION.

The textile and apparel industry, which caters to the most fundamental requirements of ours in life, is naturally and evidently, not oblivious to this. The rise and flourishment of Fast Fashion and the industrialization behind it, very thoughtfully, created an entire ecosystem, around selectively choosing a narrative, that sold well, solved a superficial and over glorified purpose outstandingly well, to shift the perspective away from the core values of the product.

Apparel and fashion are almost always, just two sides of the same coin. The baseline behind this is simple. Something, that you carry, and wear, practically all the time, in front of the society, effortlessly becomes a natural extension of your personality and a means of expression. Apparels were supposed to be functional, to match with our daily life. But, the amount of usability out of it, naturally gave birth to fashion, a form or art and expression, for the apparels.

Fashion and Apparel are always set together, because, both have their due, and most of the times, equal amount of importance. While one takes care of our practical needs, the other takes care of our emotional needs behind it.

But, Fast Fashion, very smartly, tapped into our emotional need, making fashion as accessible and penetrated as possible, that it silently, yet very impactfully, kicked out the requirement of functionality, which is the baseline for any apparel.

And sure, we can argue that, the fashion industry is thriving today, due to fast fashion, with a great number of products, catering a huge audience, which is satisfied. But this, in itself, is our saddest reality, as a result, of systematic brainwashing, by deep penetration into our psychological needs.

Vast number of silhouettes, colours, designs and fresh elements everyday, given to us through the fashion industry collectively, creates an amazing excitement, hype and addiction for us at any given point. Today, the sheer excitement, to look great, to look like the celebrity you idolize, to have every style that your idol wears, available for you at your fingertip, to have the entire process of looking good and carrying yourself in the most aspired manner, feel almost effortless, and flooding this, with choices, and options, beyond our capacity to absorb and digest them, has resulted, in such an aggressively triggered impulse of ours, that we simply cant help but overlook the functionality quotient of it.

Today, a wide range of new designs and products, come at the cost, of us not even realizing that a product, so intimate and close to us, it completely diluted, commercialized and UNFRIENDLY in its functionality.

Today, we don’t realize, that not wearing a good quality cotton fabric, in our daily wear, and just normalizing cheap polyester blends, is the worst decision we take every day for our skin. Today we don’t realize, that even a simple cotton shirt, which, if nothing else, is just supposed just have a good arm hole fitting for you, to promise free movements throughout the day, has a completely distorted arm hole measure, which is intentionally made, to fit various sizes of men, in one fit. Today we don’t realize, that our excessive demand for satin viscose, has just flooded the market, with the cheapest quality rayon, which is exceptionally flashy, but the authentic and pure lensing modal, has almost disappeared from the market.

WE DON’T EVEN KNOW MOST OF THE THINGS THAT WE ARE COMPROMISING ON, AND HAVE MADE TERMS WITH, BECAUSE, WE SIMPLY LOST THE ORIGINAL VERSIONS OF THEM.

And then, as a baggage, comes our need to resort to skincare measures for rashes, buying products that “hold our shirt tucked into the trousers” and become victims of a self-created inflation, of diluted products. You see, today, the economies of scale that rayon enjoys, makes it almost improbable for an original modal to sustain, which, theoretically, could’ve been enjoyed by the most premium modal as well, by the same backing of the economies of scale, had the dilution not begun, in the first place.

You can either run a marathon, and be a slow and steady winner of the demand, by creating a brilliant supply strength, or, simply surge, eventually lose out, and create a whole new substandard, which the industry as a whole, has to suffer, and your own customers, have to pay for eventually.

This is the philosophy, on which, Sulsa, stands tall.

To give context, there are essentially 3 stages involved in making a piece of clothing.

1. Manufacturing of the base fabric
2. Processing it, and Dyeing or Printing it, into the finished fabric
3. Designing, and cutting it, into the final garment

While, ALL, the self-acclaimed “D2C” brands, simply source a finished fabric, design it and cut it into the final garment, Sulsa is perhaps, the only manufacturer led label, which not designs its products, but also manufactures its own base fabric, processes it and eventually gives the final product DIRECTLY TO YOU. No middlemen, no corruption of the supply chain. In its truest and maximized capacity, your only ACTUAL, DIRECT-TO- CONSUMER BRAND.

Its these fundamentals, that help us give you, an extremely comfortable suit set, made, using a thoughtfully chosen blend ratio between the best quality of cotton and premium modal, woven, using the original construction, to bring out its optimum functionality, and stitched, with a 100% cotton interlining, because this is the fabric, which is actually the closest to your skin. Now this shall also last with you, till you get tired of it, and comes, at the same price, or sometimes even lesser, compared to any other suit piece in the market, of a similar price, made from rayon, using coarser thread counts and a compromised fabric construction, and a polyester or viscose based interlining to cut costs, something, which practically, everyone from this industry is guilty of using. And then again, just last you, just for a couple of years at best.