Vidur Adlakha & Riccardo Bennidini | Founders

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Vidur Adlakha & Riccardo Bennidini

Founders
La Fuori

On the Road

With an active presence in US, Italy and India, clothing brand La Fuori founded by Vidur Adlakha and Riccardo Benidini promises art that synthesises comfort, luxury, craftsmanship, sustainability, and design. In a chat with Paulami Chatterjee, the founders speak about the inspiration behind the brand.

Fibre2Fashion: What is the inspiration behind founding of the brand?

Vidur Adlakha & Riccardo Bennidini:

We launched our first collection- Road to Barmer in 2020, but the vision and execution began years back as we (founders Vidur Adlakha from India and Riccardo Benedini from Italy) planned our travels and experiences together to build the collection step by step. We are a community of nomadic and creative hearts committed to enhance and safeguard artisan cultures all over the world.

We are a local brand with local production by local people. These close relationships we engender with our partners ensure quality control which allows us to perfect the minute details. La Fuori is a collective of creatives on a journey to share our innovative craft made in a fair, sustainable manner.

F2F: What has been the impact of Covid in terms of sales, staff cutdown, rentals, stocks etc?

VA&RB:

We launched our first collection at the onset of Covid, hence we are growing slowly and steadily in the market. We support our artisans and their livelihoods. Since the products are entirely a work of art and hand created, we increase our staff every other week due to the ongoing demand and supply. We have been consistent with our stocks in our ateliers in US and Italy.

F2F: What is the story behind the name La Fuori?

VA&RB:

The name Là Fuori derives from the fact that we observe the world with an interrogative spirit, capable of reinterpreting not only the vision of our origins, but also the perception of our forms, our identity, and our role in the world. We want to spread, with our clothing, a seed of inspiration, to remind our mind to always be "on the road", where beauty is cultivated daily.

F2F: What is the USP of your products?

VA&RB:

Sustainable premium clothing handcrafted by women artisans of various tribes and cultures across the globe.

F2F: Which are the categories the brand is into? Who are your target audience?

VA&RB:

La Fuori is into womenswear and accessories for women of all ages.

F2F: Which category sells the most?

VA&RB:

Dresses, tailored pant suits and jackets

F2F: What is your brand's online presence?

VA&RB:

Our own website.

F2F: Which are your major markets?

VA&RB:

US, Italy, India

F2F: Which other product categories do you plan to move into future?

VA&RB:

Home/interior product line

F2F: Where does the manufacturing happen?

VA&RB:

New Delhi

F2F: How does your supply chain network work?

VA&RB:

We directly source our yarns/fabrics from indigenous communities, rare produce and environment friendly textiles and support crafts and techniques around the world. The raw materials are then made into fabrics in various parts of the world with the help of artisans and handcrafted into final products.

F2F: What is the annual production capacity?

VA&RB:

Là Fuori creates four collections each year inspired by four different textile cultures.

F2F: What kind of machinery does your manufacturing facility boast of?

VA&RB:

The fabrics are made in hand loom and power loom. For stitching, zuki machines, embroidery and enhancements are done by hand by the artisans.

F2F: Sustainability and circularity are the buzz words today. How do you incorporate them into your product lines?

VA&RB:

Crafting our own long journey in the sustainable lifestyle space, we believe in the beauty of slow living; the importance of naturally sourced produce over synthetically manufactured.

F2F: What are your long-term sustainability goals?

VA&RB:

Working towards our goals on sustainability and love for the environment, we envision ourselves working hands on with organic fabrics, dyes, and elements to make this world a better place. We respect the divide between modern automation and irrefutable subtleties of handmade precision. We aspire to stay true to our core eco-friendly values whilst focusing on the customer and the artisan in equal sense.

This article was first published in the February 2021 edition of the print magazine.

Published on: 23/03/2021

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This interview was first published in the Feb 2021 edition of the print magazine

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