The lungi has been reinterpreted several times over — it has made it to runways, been upcycled into dresses and has even inspired Spanish label Zara to launch a lungi-style skirt in 2018. But the love for the garment is still flourishing, with millennials styling it in unique ways and embracing it as their cultural identity.
From attaching printed borders to showcasing art works and including functional elements such as pockets and waistbands, this street-style is all set to take off. While the traditional Madras checks is popular, plain coloured lungis are also in. “Why should saris have all the fun?” asks Vibin KM, who launched a line of designer lungies with colourful, printed borders three months ago. His label, Soochiem Noolum, based in Vadakara, Kozhikode, is a take on the Malayali’s nostalgic connection with the lungi. “Most of us millennials who have grown up in small town Kerala have worn the lungi. But somewhere down the line, this connection was lost and the label is an attempt to revive the bond,” says Vibin, who retails on Instagram.
