Daniel Syiem launches Shillong’s premier ethnic fashion house ‘The Store’

SHILLONG: Noted fashion designer, Daniel Syiem who blazed a trail with Shillong’s first fashion house, namely Daniel Syiem’s Ethnic Fashion House (DSEFH) launched a new retail outlet – The Store which stocks some of the finest collection of ethnic designer clothes at Laitumkhrah on Saturday.
Started by Janessaline M Pyngrope and Daniel Syiem in 2011, DSEFH has made great strides and has made the brand famous nationally and internationally. Their collections have made waves at the country’s premier fashion weeks and the brand is now in demand in international fashion circles because of the story behind the weaves.
The hand woven Eri silk fabric or Ryndia as it is known in Khasi, which Daniel Syiem has promoted, has also brought the weavers of Meghalaya into the limelight. The Store stocks designer artisanal products and fashion wear using had woven heritage fabrics, mainly from the Ryndia and traditional techniques from Meghalaya and other North Eastern states.
In a world where most things are mass produced, The Store believes in creating unique hand made products that match the seasons and are, above all, environment friendly. These products are perfect for personal grooming and for gifting. Buying these products means indirectly supporting the local weavers and artisans and the ecology.
Checking out The Store is a delight as there are a range of products to choose from depending on what a customer wants. There are scarves, shawls, stoles, bags, mementoes, ties, apparel, designer wear, other accessories and home decor.
DSEFH has always striven to promote the arts and crafts of the region and also to be the custodian of those endangered varieties by reviving heritage natural fabrics to keep the legacy of the weavers alive and a sacred trust to be handed down to different generations of weavers and to provide them space to display their products to a clientele that is in search of such unique products.
DSEFH has made a name for itself amongst the fashionista of India and the world by participating in top fashion events, cultural exhibitions, trade shows and generated interest in the region and its organic textiles and their unique designs.
Said an enthusiastic shopper, “When you walk into a DSEFH store you are not just buying something but rather buying into a great cause – that of promoting the weavers of Meghalaya and the North East.