Apparel March 2020 Apparel March 2020 issue | Page 70

BRAND PROFILE
EVERY COLLECTION IS INSPIRED BY
DIFFERENT THINGS. SOMETIMES
I AM INSPIRED BY THE NATURE
OR THE ENVIRONMENT AND
SOMETIMES BY AN ARTIST AND
THEIR WORK
day wear to evening wear. We have a festive
line too that is launched during the festive
season only.
WHAT KIND OF FABRICS DO YOU USE
TO MAKE YOUR CLOTHES?
A lot of our fabrics are handwoven textiles.
Nevertheless, we make sure to use all natural
fibres for our collections. The use of cottons,
khadis, silks, organza, denim, wool etc and some
part of knitwear in cotton and wool yarns are very
prominent in our collections.
WHAT MAKES YOUR COLLECTIONS
UNIQUE? WHAT DEFINES YOUR
CLOTHES?
The surface designs and print patterns we create
are very unique. Each collection we have is very
expressive and has a story of its own. Our USP
revolves around art, uniqueness and comfort.
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I APPAREL I
March 2020
WHO OR WHAT INSPIRES YOU?
Every collection is inspired by different things.
Sometimes I am inspired by the nature or the
environment and sometimes from an artist and
their work. Sometimes it is just something that is
in my mind. For example, I could be very positive
about something like a book that I am reading or
an artist that I like. This positivity will turn into an
inspiration for me.
HOW OFTEN DO YOU HAVE NEW
COLLECTIONS AND HOW DO SEASON
INSPIRE YOU?
We mostly have two main collections each year -
Spring Summer and Fall Winter. There are some
capsule collections that we launch in between
seasons and introduce it around the year. This
includes the launch of the festive line.
WHICH HAS BEEN THE MOST
CHALLENGING COLLECTION TO DATE
AND WHY?
Every collection comes with its own set of
challenges. There is no particular collection
that has been overtly challenging so far. We try
and bring something new every season and
though this means we have to face a new set
of challenges, we continue to work very hard on
each collection.