Threading The Margins Into The Mainstream With Manipur’s East Label
In a humble weaving village in Ukhrul, Manipur, a fashion label is challenging what Indian design looks like, one handwoven thread at a time. Easternlight Zimik’s EAST is an act of cultural reclamation
Growing up in Dimapur, a small town in Nagaland (North East India), representation was a rarity. As an impressionable child, I almost never saw Northeast India reflected in mainstream media – print, television, or newspapers. And when we did make the headlines, it was usually for the wrong reasons. That absence wasn’t lost on me. Even then, I knew that someday, in my own way, I wanted to put Northeast India on the national map and start better conversations.
Encouragingly, he notes a generational shift in perception. Younger consumers are embracing traditional garments in contemporary contexts and choosing labels from the Northeast with renewed curiosity and pride. “Lately, I’ve observed that people — especially the younger generation — are beginning to see our traditional garments differently, embracing them in progressive and modern contexts. That shift itself is a huge step forward. Through national recognition, I hope our backstrap weaving community will continue to see their craft in a new light, with renewed pride and purpose.”
Sustainability, for Zimik, is not a buzzword but a lived reality shaped by context. “For me, sustainability is a complex idea — it means different things to different people depending on their circumstances. For now, providing fair work and meeting the basic needs of our artisans is sustainability. The way we plan our brand to stay relevant and resilient in changing times is also a form of sustainability. Above all, producing only when needed and practicing mindfulness in every process is the truest expression of it.”
While hopeful that Northeast Indian fashion will soon command its rightful place on the global stage, Zimik admits that the continued need for explanation remains disheartening at times. “To imagine that, even within our own country, we still have to strive for recognition, is honestly, kind of sad. I do hope the winds of change will come, though there’s a long way to go. Instead of waiting for others to validate us, it’s better to focus on our own perspective — to continue creating thoughtful, meaningful work in our own way.”
Looking ahead, Zimik is channelling his vision into a deeply personal endeavour. “I’m working hard to bring my dream project — the #EASTPROJECT — to life. It’s an immersive space dedicated to arts and crafts, built with the best working environment and state-of-the-art sensibility. I want our people to recognise the power of soft power, and the importance of preserving traditional skills in a modern world. The goal is to create jobs, nurture talent, and show the world our existence with pride.” He also offers a glimpse into what’s next on the design front: “My next collection explores the story of a dying art form from my community — I want to document and reimagine that narrative through our design language.”
In Zimik’s world, fashion is not just about garment but about memory, heritage, dignity, and visibility. And with EAST, that narrative is only beginning to unfold.