About Us

It was the summer of 2021; I was 23 years old —with three destination weddings on the calendar—and nothing to wear. (Frightening, I know)

Not because there wasn't enough. Just because there was nothing that felt like me. Designer labels were extraordinary, but built for the bride, not the guest — heavy, a lot, and harder to actually live in. Heritage brands felt like a different generation entirely — stiff, itchy, dated and, frankly, misaligned with the woman I was growing up to be.

So I did what everyone does. Found some fabric. Found a tailor. And prayed.

It's what our mothers did. Their mothers, too. There's a quiet tradition in it — except somewhere along the line, tradition became the only door left open, not the one we'd have chosen.

I said this out loud to my friends, expecting sympathy. Instead, I received an overwhelming amount of recognition. Every single one of them had lived it. Nobody was dressing us — the guest, not the bride, the girl who wanted to dance until 3 am without holding her arm at some careful angle to keep the embroidery from drawing blood. 

One thing led to another, and soon enough, there I was - mission and vision in hand, to make a place for myself and many alike in the great world of Indian fashion. To build a brand that looked and felt like "us". 

That should've been the end of the story. It wasn't.

Because somewhere in building it, I noticed something I couldn't unsee: we'll fly to Paris for a dress. Chase down a Spanish label like it's a personality trait. "Cool", apparently, has a passport, and it's never Indian. Meanwhile, the actual craft — centuries of hands, embroidery no machine can fake — gets a nod and a compliment, then gets left in the closet for "someday."

I'm done with someday.

Indian craft didn't survive this long to be a museum piece. It survived to be worn hard, danced in, celebrated, and loved. It deserves to live, not just receive applause from afar. It deserves to be the first thing she reaches for — not the thing she explains.

That's exactly what we're building. Not 'traditional and rooted.' Not unreachable couture. A brand — global, unapologetic, made in India, worn everywhere.

Indian craft, made global cool. That's the whole point.

— Mehar Toor