Vastra introduces the innovative concept of “wellness clothing” at the 2011 San Francisco Green Festival
SAN FRANCISCO – March 31, 2011, Vastra, a global wellness clothing company, will launch a line of apparel based on the 5000 year old medicine system of Ayurveda at the San Francisco Green Festival (April 9-10 2011, SF Concourse Exhibition Center).
Vastra is an ancient word from Sanskrit that translates to ‘clothing’ or fabric’, and in the context of the modern world it stands for clothing that is pure, natural that can promote life, health and longevity. Vastra introduces the concept of “wellness clothing” to the U.S. marketplace with clothing that is dyed fully with medicinal plants and herbs for health and wellness qualities. Vastra also aims to promote awareness among the green-curious and green-conscious public about this breakthrough in the world of natural clothing.
The Vastra team at The Handloom Weavers Development Society in Kerala, India revived and refined this ancient technique of dyeing clothing to deliver the benefits of medicinal herbs through the skin (known as Ayurvastra), which has been proven by tradition and clinical research. News organizations, including Time magazine and the BBC have covered the revival of this age-old/traditional concept and the growing interest in exploring its benefits.
“The skin being the largest organ in the body absorbs anything and everything that it comes into contact with,” said Sri Narayan, the Washington, D.C. based founder of Vastra who worked for over a year to bring the concept to the United States. “By wearing clothing that is dyed with medicinal plants and herbs, as opposed to the toxic, synthetic and chemically-dyed alternatives, we are consciously choosing health. This is why we are sharing Vastra with a new community.”
The initial line of Vastra’s fully organic apparel, will include six colors. Each color is created using a predominant herb/plant along with a synergistic blend of more than 40 other herbs/plants. The colors come from ayurvedic herbs themselves, which include tumeric, tulsi, sandalwood and neem. The Vastra exhibit will be located in the Organic Body & Health section at the San Francisco Green Festival (April 9-10 2011, SF Concourse Exhibition Center). The products will also be available through the Vastra online store in April. Vastra fabric will also be available for custom orders by retailers, and corporate clients.