Journey to Antaratma: The Name and Initial Ideas
In the bustling corridors of the fashion world, where trends ebb and flow, Antaratma stands as a beacon of conscious evolution. Our journey is not just about garments; it's a tapestry woven with threads of sustainability, mindful choices, and a commitment to redefine the narrative of fashion.
The Antaratma story, like I said in the earlier blog, began in the heart of Delhi, a city throbbing with life and ambition. It was a profound decision to leave behind all things familiar–Delhi–and seek solace in the arms of Kerala, the land of my roots.
The timeline of Antaratma mirrors a world undergoing transformation. In March 2020, as the COVID-19 pandemic forced humanity into a collective pause, the idea of Antaratma–something I had been carrying within me for years–emerged. The lockdown became a cocoon for introspection, birthing a brand committed to elevate consciousness and tread lightly upon Earth.
Antaratma: The Name
It would be convenient, even intellectual, to say that the arrival at the name ‘Antaratma’ for the brand was post a deeply introspective journey. But, that is not how it happened. Antaratma is a word I’ve heard often in a Malayalam film song, a song I often hum.
Antaratma is a combination of Sanskrit words ‘AntaH’, which means inside, and ‘Atman’, which means the self or the soul, and translates to “inner self” or “inner soul”. I delved deep into the ideas of inner consciousness and the very idea of being Divine, as I grew older.
Similarly, ‘Aham Brahmasmi’ — the unity of the Atman with the Brahman — a realisation that nature, and all its inhabitants, aren’t different from who and what we are, that everything and everyone, just like ourselves, are part of the Absolute, the Divine, is a concept that piqued my interest since childhood.
Now, in retrospect, more than the concepts in itself, I feel it’s how these words ‘sound’ that captured my attention and curiosity. When I manifested a fashion brand that would not disturb Mother Earth, and since the idea came in from within the depths of my consciousness, and of course, since it sounds amazing, I zeroed in on Antaratma as the name for my company and the clothing brand.
It encapsulates the essence of conscious living, urging individuals to tap into their inner selves, ask poignant questions, and make meaningful amends. The name became a guiding light, reflecting our commitment to a lifestyle choice—slow, mindful, and kind. In the vast landscape of fashion, Antaratma emerged as more than a brand; it became a call to connect with one's soul, fostering a community that values well-being, conscious choices, and a deep respect for Mother Nature.
Read the story of how our Brand Logo evolved here.
Initial Ideas
The name ‘Antaratma’ triggered a vivid imagery of angels in my mind. In this imaginative realm, angels–among white, fluffy clouds–were adorned in pristine, bright white attire, their majestic wings unfurling with pure white feathers.
This thought pushed me towards conceptualising Antaratma as an all-white fashion brand. The plan was to launch with a collection for men alone, with shirts, kurtas, jackets, shackets, blazers, trousers and shorts, but all in white and different shades of white, using different fabrics. This vision aimed to encapsulate the purity and simplicity associated with the angelic imagery, offering a serene and minimalist aesthetic.
If things had gone by that plan, eventual collections would have had garments for women too, in white fabrics. But, it didn’t.
How Antaratma’s first collection ‘Amalgam’ emerged, and how I ventured into the many different fabrics we now use, are stories for another blog.
Vivek
Founder and Creative Director
