Conscience by founder of Colombo Fashion Week, Ajai Vir Singh is one of Sri Lanka’s first ethical fashion labels on the basis of ‘Fashion for Good’. With handcrafted garments made with ethically sourced fabrics, the brand is deeply rooted in being conscious of what you do, and in this case – conscious of what you wear! 

Set to take to the runways this March at the Colombo Fashion Week held from the 13th - 18th of this month, we speak to Ajai about ethical fashion and what the Summer 2018 collection has in store! 

What is the ‘Conscience’ brand? 

Conscience is Sri Lanka's first ethically conscious brand which bases it design philosophy on 'fashion-for-good' and a brand that believes in creating supply chain of happiness, something that impacts every aspect of the fashion development cycle. 

As a designer passionate about ‘Fashion for Good’; how important was it for this brand to be an ethical fashion label? 

Well, I think the name says it all. It’s about being conscious of what you do. Once you do that it affects your conscience. I’m deeply rooted in the belief of being conscious of what you do and with this brand I really wanted to bring about the difference and try to negate the adverse impact that fashion as an industry is having on the society and the environment. 

So, how is Conscience ‘ethical’? 

That’s a pretty good question. The Conscience brand stands on three pillars. Firstly we use completely ethically sourced fabrics which are organic in its entire supply chain. Secondly we also use recycled fabrics that negate the burden of disposal on the environment. And lastly we try to contribute to causes that actively work on negating impact on the environment and in society. 

So overall we promote conscious living as a brand to do good. 

Where does the brand get its inspiration for the designs, the cuts and the colours? 

The brand's design philosophy carries underlying or subtle humour. It appeals to evolved minds. It re-constructs classics and retro looks in a modern way. It captures societal influences from an earlier era and creates it in a new realm. It pushes the boundaries of traditional silhouettes with interesting influences. But it stays true to clean looks and certain colour palettes. 

What’s the summer collection for 2018 like? 

This summer collection has military at its heart, but not completely in its looks. There is a sharp formality of white with use of olive. But the bottom silhouettes are pushed beyond convention, they are directional. There are hints of bomber jackets. So it’s a refreshing take on military in a wearable way. 

The label is primarily focused on men’s clothing – are there plans to venture into women’s wear? 

Currently we are under pressure to venture a bit into women’s wear, so it will! Stylish women friends have been after me to do that so I think it’s safe to say there are a lot of interesting activities this year for Conscience. 

As a designer, what would you say is your fashion aesthetic? 

Clean, taking a classic and influencing it. I love humour in design, it makes it endearing and it connects. 

Head on over to www.colombofashionweek.com for more information!