Breaking stereotypes in a particular sector is probably one of the most commonly claimed motives of entrepreneurs these days. By saying so, they aim to make their brand stand out and attain a good position in the market in terms of sales and popularity. However, the real question is how many of them actually succeed in doing this or what is actually that unique concept behind one’s product, for which people will recognise that person and product? This would be the best time to quote the example of Siddharth Mohan Nair and his genuine thoughts about the environment in which he lives. This engineering graduate, who is also an advocate, has been able to light up a fire of change in the fashion industry.
His newest venture Macaca that derives its name from Lion-tailed Macaque, an endangered species endemic to parts of the Western Ghats, is his way of approaching fashion in an unconventional manner. Precisely speaking, breaking fashion stereotypes wherein a fair, beautiful or handsome person is mostly preferred to endorse a particular dress or become the model.
Ask Siddharth why such a name, a term that has always been associated with racism, he says, “When I thought of starting a new venture as part of which I would make some quirky fashion products, which is different from what I do now — that is making Khadi products only, the first thing that came into my mind was that I don’t want any fancy names. About macaca, it is a term that refers to old world monkeys. Of over 20 such species of macacas, one is the Lion-tailed Macaque, endemic to the Western Ghats and primarily found in Palakkad, my hometown. It is an endangered species of which only around 4000 remain. I, therefore, thought of choosing the name as it would also make people aware of such species of animals that are on the verge of extinction. However, a bit more research into the term was really an eye-opener for me. I got to know that macaca is also a racist term and that people who are ‘not fair or are black’ are sometimes derogatorily referred as monkeys, which means that they are not beautiful. Even to this date, coloured people are made fun of, attacked and are considered inferior. As a fashion brand, Macaca will take a stand against this and other fashion stereotypes that this industry has inadvertently created, which in effect has distorted our understanding of beauty.”
Siddharth adds that it is a usual thing for people to get offended when hearing about comments on their colour, size, age or look. “I think that it is mainly because the way we are conditioned. The guidelines for the perfect figure and look are being followed blindly. As a brand also, I think that people might be convinced to buy my clothes when a perfect model flaunts them. It will automatically make them feel that the dress will anyhow look good. However, everyone should understand that it is not the dress that makes you look good always. In whatever shape, size or colour you are, a dress must follow you,” he adds, saying that models who will wear Macaca clothing will be people whom we meet on a daily basis.
People who are not of perfect shape, who are not fair, have pimples on their faces and do not have a groomed hair or body.
But, it is not easy to bring about a change. People who appreciate and talk positively about the concept refrain from becoming models, says Siddhrath. “It is their lack of confidence and strong feeling of not belonging to the category of ‘beautiful people’ that keep them away from accepting my offer. I know it is difficult to break the stereotypes, but I am game for it.”
Some of the products that Macaca sells are denim sarees, dhoti and handmade soft toys. Siddhrath feels that fashion should only be judged on the basis of the fabric, colour, the fall or the way a particular piece of clothing is designed and that a piece should not be sold just because the model is ‘fair, ‘of perfect shape’ and ‘beautiful’.
