"COLOUR SHOULDN'T COME FROM A PETROLEUM DRUM. BUT FOR ALMOST ALL BRANDS, IT DOES."
Almost every colour you see in modern fashion is born in a chemical factory. Heavy-metals, auxiliary chemicals, colouring agents, complex fixers, synthetic assistants — the kind of stuff that makes us sick, can't break down naturally and shouldn't be anywhere near water bodies.
ALLTHEWAY'S APPROACH IS DIFFERENT BY DESIGN.
The entire natural dyeing process — including wetting, scouring, dyeing, after-treatments, and specialized finishing — has been carefully analyzed and optimized to eliminate the use of mordants and all forms of synthetic chemicals. We have developed herbal alternatives for every stage — from softeners and dye fixers to antimicrobial finishes — ensuring that the process remains entirely natural.
"WE ARE PROUD TO SAY THAT OUR METHOD IS 100% ECO-FRIENDLY AND COMPLETELY FREE FROM SYNTHETIC MATERIALS OR CHEMICALS."
We only use flowers, leaves, barks, roots, seeds, fruit peels, temple waste, and agricultural byproducts in our natural dyeing and most of them are locally sourced. Nothing is outsourced to unknown suppliers. This keeps our dyes pure, our process traceable, and our money circulating within local ecosystems and farming communities.
At our dyeing facility in Erode — an old-school, research-driven natural dyeing centre run by skilled and experienced artisans and technocrats — each colour is coaxed from nature using traditional methods, careful temperature control, slow extraction, and zero chemical mordants. Meaning, no alum, no copper, no iron salts, no "just a little bit to fix the colour."
"IF THE COLOUR DOESN'T COME FROM NATURE, IT DOESN'T BELONG ON YOUR BODY."
Natural dyeing takes passion, human hands, longer time, behaves humbly, and ages gracefully — few of many reasons why we chose it.
