October 2019 Edition Apparel October 2019 issue | Page 76

BRAND PROFILE
“EVENTUALLY, WE CROSSED
SEAS AND ENDED UP FINDING
OURSELVES HAPPY WITH
TURKISH FABRICS.”
criterion being fabrics that are stretchable, and
soft to touch; those that allow the skin to breathe,
do not pill (loose strands/balls of fibre that form
on a piece of fabric) or wrinkle easily, and are
pleasing to the eye. The third point is ensuring
that the garments fit the wearer well and allow for
easy movement.
QUA’s design process involves lending a
modern twist to classic shirts, trousers, blazers,
and suits. “The design could be something
as striking as elongated cuffs—which all our
shirts have—or longer collars as seen in our
luxe shirts. Elements such as ruched cuffs
create a more modern look. We believe that our
customer is a modern-day working woman, who
is independent, experienced, and aspirational.
Hence, we make sure that our designs are as
purposeful, assertive, and contemporary as the
QUA woman,” explains Rupanshi.
THE TURKEY CONNECT
To meet all these requirements, Rupanshi and
Bharat conducted extensive research, which
eventually led them to finalise collaborations with
factories in Turkey. “We browsed through a lot
74
I APPAREL I
October 2019
of fibres, textures, and weaves. Eventually, we
crossed seas and ended up finding ourselves
happy with Turkish fabrics, which are considered
to be one of the most durable materials in the
garment industry. With Turkey being a textile-
rich country that produces clothing for some of
the world’s high-end brands and designers, we
easily found factories that provided us with the
best fabrics, perfect tailoring, and a dedicated
workforce,” Rupanshi says.
She explains that Turkish cotton has extra-long
fibres that make for a soft, luxurious, durable, and
long-lasting fabric. It also has a bit of shine to it,
which makes it attractive to look at. “The cotton
that we have used has some amount of stretch
to it, which makes it even more comfortable,
especially for long work days. Turkish cotton does
not pill. We have been associated with factories in
Turkey that take small- to medium-sized orders.
We believe in conscious buying and did not want
to stock piles and piles of clothes that would add
to global wastage. Our focus is on quality rather
than quantity.”
THE FUNDAMENTALS
As a brand, QUA pays foremost importance
to the quality of fabrics because it is through
these fabrics that the founders have aimed
to differentiate the label from the rest. “We try
to minimise the usage of synthetic fabrics like
polyester and pay huge importance to natural
fabrics that allow the body to move and breathe
easily. Freedom of movement is of utmost
importance, especially for a woman who is
always on the go. No matter how stylish or trendy
the clothes you wear are, they are not worth it
if you are not comfortable in them. Our pockets
are made from 100 per cent cotton; our blazers
are lined with viscose, which allows the skin to
breathe; and our buttons, too, are made
from mother of pearl and natural wood,”
Rupanshi says.