Partaking the journey taken and the story we’ve created building a niche clothing brand, we are a small team of passionate, driven and educated professionals. We have over a period of time learned, unlearned, made mistakes and rectified them. Making errors was actually qualifying us to be able to make a better version. As a startup in 2010, we would make enough to be covered but there were no sparks flying, no magic that is usually felt while doing what we love. Then inspiration struck! Traditional hand embroideries from across the globe, a dormant art form conquered by machine and computers. Our team would source the best fabrics, conceptualise a perfect design, hand pick the best raw materials and lovingly handcraft our garments to perfection. We were the contemporary clothing design house who were slow admittedly but not primitive. It was difficult to find trained artisans as most had adopted new professions yet we strived to keep the beautiful art form alive. There will always be a cheaper replica of the genuine yet we tried to stay committed to finding soulmates in our customers who like us believe that the rare art forms are not meant to go down the history but to be preserved for our future generation.
Responsibilities:
Through our interpretation of sustainable fashion we not alone create a melting pot of various cultures, we strive to create your unique identities as how you wish to be perceived. We thrive to provide quality and implement the 5 c’s of fashion…Colour, cut, couture, class and cost. Business survival of small vendors and craftsmen has turned into a global crisis evolving at unprecedented scale. We hope the need to respond to crisis never ends by:
- Upscaling hand work and traditional embroideries to reach every customer at affordable prices, while supporting the craftsmen and artisans to be economically stronger and self sustained.
- Promoting small vendors by source manufacturing raw material and personal requirements from small businesses.
- We are responsible for the environment and follow the three principles:- Reduce, Reuse, Recycle.
In continuation to this cause we will continue to provide a seamless, stress free shopping experience with us by:
- Promoting affordable and sustainable fashion.
- When you buy a garment from us we wish to display it to you through the models next door to promote a healthy and positive body image. See a reflection of yourself when you choose from us.
- Encouraging our customers to dress right for their body type.
- Plus sizes available at no extra cost.
- Avoiding extra costs incurred in making a perfect garment more appealing to a customer via presentation eg. packaging.