Innovation

Shamanica Natural Fashion goes far deeper and beyond the goodness and minimalistic style of other market players, for both raw materials and design. The firm works not only with sustainable fabrics but with the very best and most luxurious cotton and silk handlooms in the world. Most of these are nearly unknown to the international market as they are produced by indigenous communities in small quantities to supply their local markets. Preserving traditions and cultures by sourcing the raw materials as a means to recover the silently fading identity roots, and empowering millions of female weavers, is the brand’s mission, which is pursued by setting up their own weavers' workshops around the globe, to supply locally and internationally.

Shamanica Green Magic goes beyond covering the usual aspects of a cosmetics brand, with a unique and novel approach, in order to treat customers as a whole (mind, body & soul), developing custom products by studying not only their skin types, but also incorporating emerging technologies reading their energetic anatomy and auras, in order to identify and re-balance chakras anatomy and tackle the roots of health issues.

Inspiration

A big part of our daily consumption products are unfortunately packed with harmful chemicals and synthetics: Food, drinks, pharmaceuticals, clothing, cosmetics, toiletries, cleaning products and even the air we breathe. 60% of the products we apply onto our skin, travel through our bloodstream to our organs, causing enormous imbalance to the hormonal release process, hence leading to different pathologies which we again treat with even more chemicals.

The benefits of Shamanica products are not only visible from outside but also aid nurturing for the inside. We return to ancestral wisdom of deep connection with Nature, to learn from it, and to make the best out of all wonderful natural gifts that are offered to us.

The CEO, Susana says, "I place planet & living beings first and profit only after. We need to create a clean and healthy environment in which we can thrive and flourish. We need to recover the sacred ancient wisdom of the plants, as the true power for a holistic, happy and prosperous evolution, and the artisanal crafts as the true luxury that lies in production processes itself.”

Overall impact

Environmentally and socially conscious, the founder looks at the wisdom of the past and future technologies as a solution for modern problems. The project is based on the pillars of sustainability and ethics, and it aims not only to build a globally successful holistic, wellness and fashion business but also to inspire the global audience on the urgent need to change consumer habits and lifestyle.

It has become the “new-luxury” statement to patronize traditional handcrafted techniques with a price premium being bestowed on culture, history, heritage, and preservation of the planet itself. In a way, the path of the future is through answers from the past.

Business benefit

Shamanica aims to encourage a conscious & sustainable way of living at a global scale.

Quality, originality, timeless and long-lasting products, give increased value to the consumers.

"Our mission is inspired by the time-honored principles of Shamanism, adapting ancient wisdom & traditional sustainable practices into contemporary living environments, leading to sustainably improved health, happiness & well-being."

Social and environmental benefit

The textile industry is one of the most polluting industries in the world. 20 per cent of all freshwater pollution is caused by the textile industry. Adding to it, the fertilizers and pesticides used in cotton production also cause harm to the environment. It leads to soil degradation and contamination of water bodies. Shamanica has chosen the path to sustainability and has thus ventured into the natural fashion industry and organic cosmetics.

On a social impact level, Shamanica provides opportunities to the communities that possess ancestral weaving techniques but are not adequately rewarded. The most important impact would be rejuvenating the economy from the grassroots level, while providing a huge skill development opportunity to India’s working-age population. Just 4.69% of this population is formally skilled. India is poised to become the youngest country in the world by 2020, with an average age of 29 years. The country’s 869 million working-age population accounts for around 28% of the world’s workforce. Although India’s huge demographic dividend is considered to be a strength, if the youth are not skilled and face unemployment challenges, they will be liabilities rather than assets. India faces a huge skill development challenge, and for India’s demographic transformation to be considered as a dividend, the youth will have to acquire necessary knowledge and skills to contribute towards nation-building, instead of a demographic disaster. Rejuvenation of artisanal crafts could play a crucial role in the positive evolution of India’s workforce, while tackling the problem of climate change through sustainable practices and fair-trade.

Skill development programs incorporating these principles will ensure that the training guarantees livelihoods and contributes to the economic well-being of communities.

Interview

Susana Gago Garcia, Founder & CEO