We were covered by ET yesterday. An brief extract follows. The link to the original article is at the end of the post.
For years they watched as dejected seniors and stroke victims reached out to buy ungainly hospital gowns and unshapely nighties, simply because there was nothing else to wear. So a few weeks ago the founders of Old Is Gold Store decided to spin their own brand of Cocoon adaptive clothing for those with limited mobility. “The idea behind Cocoon is as much to comfort as it is to liberate, says Sanjay Dattatri, director of Old is Gold Store, which caters primarily to the needs of senior citizens. “Just because you are unwell does not mean you have to dress down. Wearing good clothes will make anyone in recovery feel better and that’s what we want to do,” he says.
The first line of adaptive clothing from Cocoon was cotton shirts for men and now that it has become a hit Dattatri says they are expanding the line to include kurtis, readymade sarees, Velcro veshtis and dhotis. “All Cocoon clothing uses Velcro instead of buttons or zippers to make them easy to wear,” he adds.
Customers include everyone from the elderly to those on wheelchairs to people recovering from a stroke. “We are among the few stores in India that retails such clothing,” he says.
Dattatri isn’t far off the mark. Despite the demand in India for adaptive clothing, there are hardly any designers or stores in the country that cater to the segment. In Chennai, apart from Old is Gold, those with disabilities say the choice is limited to customising clothes through tailors…
To read more go here.