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    Hidesigna��s Art of Reuse campaign puts the focus back on DIY and zero wastage

    Every year, Pondicherry-based iconic leather brand, Hidesign, gives its customers a chance to step into their shoes with the Art of Reuse contest, through which they must create something out of a special kit. a�?The idea is to create awareness about zero wastage. And the importance of making something worthwhile from excess,a�? shares Dipen Desai, brand manager.
    The kit, sold for Rs.10 at all Hidesign outlets and Amazon.com, comprises scraps of leather (taken from factory excess), a fabric punch, five metres of waxed thread and a needle a�� enough to get onea��s creative juices flowing. Currently in its fourth year, the theme chosen was a�?Iconsa��. a�?Wea��ve never had a theme in any of the previous editions. But we need to make changes to keep things interesting,a�? explains Desai. So, participants were expected to be inspired by their icons. With close to 100 contestants so far, Desai reveals that theya��ve received some really interesting entries, from elaborate Coco Chanel-inspired necklaces to Pocahontas-esque wallets. a�?When we started this initiative, people were skeptical. But in each of the four editions wea��ve received over 100 entries. What is interesting is that participants come from across professions and backgrounds. Wea��ve had homemakers, doctors and even atomic researchers send in their creations, besides design students and bloggers,a�? he tells us.
    While results were yet to be announced at the time of going to print, the winner gets an all expenses paid trip to their factory in Pondicherry, where he / she will get to design their own handbags. The second and third prize winners will receive gift vouchers. Meanwhile, Hidesign had sent their kits to a select list of 15 bloggers and here is our pick.

    Shanaya Sardesai, Little Miss Sinner
    a�?As kids, DIY was something that wea��d do quite often. Now due to time constraints and pure laziness, we just buy something if we need it. Hidesign is bringing back the love for DIY and thata��s quite nice. I made a tassel, which seems to be quite a rage at the moment. The tassel can be attached to your bag (like I did), to a bracelet, or to a belt or used as a pendant. The possibilities are endless. You can also get creative and make a pouch, a necklace or a clutch,a�? says Sardesai, a DJ and model from Mumbai.

    Dayle Pereira,
    Style File
    a�?The fabric punch looked a little intimidating and I thought I couldna��t make anything with what was in the kit. But I managed to rustle up a really classy looking sunglass case, inspired by my love for summer. A few other things that you could try making are tiny accessories, like a coin purse, a tassel or even a belt,a�? shares Mumbai-based Pereira, who works as a marketing strategist.

    Himanshi Mukhija, Kintyish
    a�?I made a pair of gladiator sandals with a peacock motif, which is a statement piece. My icon was Lisa Ray and her free-spirited nature. The sandals are not identical but complementary and when worn together form a whole peacock. With something like this, you need to think of what would complement the leather well and which colours to play up and how to arrange the colours,a�? explains Delhia��s Mukhija, an MBA student who is also a part time designer.

    a�� Rashmi Rajagopal


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