Being a design and apparel brand in today's time is as challenging as is rewarding. People across India have become conscious of what they are consuming and demand a certain level of ethics from the brands they choose to love.
The consumers today have evolved to beyond just cuts and colours. Things like 'slow fashion', 'upcycling', 'fair wages', 'handmade' and 'sustainable fashion' aren't just buzz words anymore. It has become a conscious choice and we believe this maturity in thinking is here to stay.
India is one of the most ancient cultures still thriving. Our brand celebrates this legacy we carry. And how with time these age-old traditions have changed and carry a sense of time with them. Our weaving patterns, motifs, colours, style, all carry the old and the new times with them! We are like a string of generations bundled into one!