We have experienced that youngsters wish to wear simple and decent clothes which are hard to find and if found they are not up to the mark. Most people do not get proper fits according to their physique. So we wanted to make something which would rather focus on the fits. Unlike most designers, we have worked informally with one question in mind “How can we provide people with good garments?”. Often good clothes with the right fabric and the perfect level of comfort are either not worth the cost or they just appear to be so. Manufacturers usually prefer quantity over quality although our focus lies on quality over quantity while maintaining a consistency during production.
The Indian market requires a fit that suits them, rather than having to adjust to standards that have been set according to the US or UK markets. We have a new vision to provide for tailor-made clothing for the Indian market.
We researched and studied about cotton, yarn and fabric and surveyed people to find out about t-shirts, patterns and designs. We asked what kind of clothing they would prefer for daily wear, casuals or semi-formals for a more holistic overview.