If you are a devoted listener of Coke Studio Bangla, chances are you may not have missed its Season 3 opener, “Tati,” — a song that celebrates not just the music, but the very soul of Bangladeshi craftsmanship. Released under the creative direction of Shayan Chowdhury Arnob, the vocalists include Md Gonjer Ali, Oli Boy and the evergreen Jaya Ahsan. Clad in Jamdani outfits, the performers truly amplified the melodic embrace of the song and paid homage to our wavers — consequently, the hands behind our handloom industry.

Thread, a clothing brand owned by Syeda Sadia Afrina and specialising in Jamdani, collaborated with Coke Studio Bangla to dress the performers, creating a vivid tableau that was as much a feast for the eyes as the music was for the ears. This collaboration goes beyond typical sponsorship — it is an exemplary statement of cultural pride and sustainable fashion.