Anokhi was started in 1970 in Rajastan, India. The philosophy of the company was, and still is based on a commitment to the people who make their products. Anokhi's ideals are those of conservation and development, through the input of design, marketing and project funding.  In Jaipur, Rajastan, Anokhi is well known for its success in preserving and revitalising traditional textile skills, and for the involvement with educational scocial projects in the area.

 All garments sold by EAST bearing the Anokhi label are handmade using traditional, hand block printing methods. Below are just some of the things that make garments from Anokhi at EAST so special:

•  Much of the printing and manufacturing is done in small workshops
• Dyes are hand-mixed and are of vegetable, mineral and chemical
• Printing blocks are hand carved from teak wood
• The block-maker may take up to 80 hours to carve a single colour design
• A printer may use up to 30 seperate blocks to complete one grament
• Cloth can be hand stamped between 700 and a 1,000 times to complete  just three metres of fabric
• All embroidery and decorative stitching are done by hand
• Cloth is dried outside; this can sometimes lead natural variations in colour making each garment truly unique