For the conscious shopper, there is emerging a slow-curating option for their wardrobe which includes customised fits, gorgeous Indian fabrics that are sustainable and western aesthetics that oftentimes prove to be more comfortable for daily wear. These made-to-order brands with active Instagram presence are helping you with designs, fabric options and styling ideas –– all you have to do is send them your measurements when something you like ‘drops’ for sale. In most cases, the faces behind these small businesses are the kindest people one can hope to work with and the relationship between the shopper and seller is based on a mutual sense of trust. We curated a list of few such labels we absolutely love...

The Cowrie Collective

Founded by Mumbai-based Gaurie Kumar, The Cowrie Collective has a loyal set of followers who can’t stop gushing about the final product when it reaches them. Focusing on dresses mostly, the brand works primarily with cotton printed fabrics with occasional foray into satin. The delicately designed dresses are named with equal amount of love –– Dahlia, Seaside, Marigold, Angrakha! They even make skorts and tops and the only way to get in the queue for a Cowrie dress is to follow them on Instagram where Gaurie has details of the ordering process. Born out of a dream by Pearl Academy student Gaurie, her final push came when she saw her very talented and experienced tailors worry about their business post-lockdown. “Danish bhai had encouraged me enough to start The Cowrie Collective and show these clothes to other people and see if they’d be interested in buying them. To my (very pleasant) surprise, they were! We sold our first piece within 20 minutes and the next one within 40. This motivated the three of us greatly and we started seeing this as something we could actually pull off (and enjoy),” said Gaurie.

Found here: @cowrie.collective

Ruska Clothing

Ruska is all about the shirts! Think pineapple print in soft cotton customised to suit your needs. They even store co-ords and strappy tops, allowing a make-your-own-combo possibilities with your order. Started by Anna, gender fluidity forms a major factor for this inclusive label. Customers can tailor their needs (pun intended!) and make choices from the ‘highlights’ section of Ruska’s Instagram profile. “This also lets the consumer become part of the creation. When they visualise, give time, they don’t realise this but they make a mindful consumption/purchase. It is not an impulse decision, which is what fast fashion brands try to push. Creating only what is needed is the intent here. Supply is equal to demand,” said Anna.

Found here: @ruska_clothing

Kajrakh

Back-knot halter top made of cotton with padding or a Vyakran spaghetti top in box pattern with all the Hindi letters printed on it –– Kajrakh is style and quirk meeting affordability and Indian prints. With their own website playing host to wonderful discounts and sales, Kajrakh is a brand we absolutely loved for their summer offerings. Their designs are contemporary and their crop tops can definitely double up as blouses for your mother’s saris. If you love mixing and matching your wardrobe essentials, there could be little space to go wrong with some pieces from Kajrakh. Their cute cotton bras in Warli print sure has our heart. Just a DM or WhatsApp away, get your hands on some of their reasonably priced tops and dresses now while the sale is on.

Found here: @kajrakh/kajrakh.com

Ashta

Founded by sisters Samyuktha and Nandini Rajaram, Ashta is a brand that creates products by sourcing fabric directly from the source. While their indigo fabrics are organically-dyed and hand-block printed using Dabu technique (resist dyeing), sourced from artisans in Rajasthan, their handwoven ikat fabrics are sourced from a group of weavers in Telangana. Hailing from Coimbatore, Ashta is a small tailoring unit based out of their home which began on September 1, 2019. They are focused on customised, sustainable, upcycled and affordable fabrics and they are further driving home their mission by upcycling any material you provide them into dresses or any clothing of your choice. Send them your measurements and your mom’s old sari that you love and get a new dress delivered to your doorstep in 10-20 days. “We were just another clothing label but what made us different was the early start to a business that was born out of passion and we always focused on customisations. While it is the key, if we set up a studio space we’ll be having our range of predetermined designs which can also be customised when the client requires,” said Samyuktha. With dress names which go like Andini, Yukta, Radhe, Iraivi and Aditi, what’s not to love?!

Found here: @ashtabysamyuktharajaram

Srishh clothing

Focusing on Sanganeri block prints, Srissh Clothing creates cute shirts and tops, dresses and tank tops. A craft unique to the artists of Sanganer in Jaipur, these block-print techniques have been passed down through generations and date back to over 500 years. The artisans of Sanganer use calico style, which involves painting the outline and then filling it in slowly. Made on cotton fabric, with soothing colours, these clothes are made for humid summers that plague India.

Found here: @srishh_in

The Sass project

Mother-daughters trio Sujata, Sanya and Sara began the Sass Project in October 2020 to give customers what they deserve –– a great fit! Sujata had been a part of the textile industry for over 10 years and she realised the waste fabric that would accumulate from her projects. To move towards a zero-waste sustainable business model, they decided to use the leftover material to make kurtas and sell online. Now they have forayed into adjustable tops, dresses, sets and more. They will customise anything you could possibly dream of. Based out of Delhi, they ship worldwide. “We see ourselves as a much bigger brand with a large brand reach in the next five years. Our goal is to be accessible to everyone and give everyone clothing that fits them perfectly. We want to be known as a zero-waste, fashionable brand, affordable, embracing Indian artisans,” said 23-year-old Sanya.

Found here: @sassproject

Tamarind Chutney

Tamarind Chutney

Tamarind Chutney began with a simple agenda –– a desire to improve the livelihoods of artisans and promote craft traditions that enrich India. They provide a fresh, quirky and contemporary take on age-old Indian crafts while promoting slow fashion and ethical business practices. It was

co-founded by Tanvi and Charanya, two close friends from school, who often spoke about working on crafts together because it united their interests in Indian craft apparel and social entrepreneurship in the livelihoods space. Tanya, a Stanford graduate, decided to plunge right in with Charanya who was looking to shift from her job at an apparel company. “We envision a future where price transparency, sustainability, and fair wages become industry norms rather than brand USPs. With our work, we hope to create a flourishing market for Indian crafts that gives fair livelihoods to the artisans,” said Tanvi. They have a website and a flourishing Instagram presence, which speaks about everything from price transparency in their garments to body positivity. Think cute summery tops, palazzo bottoms, bag, ties and belts and you shall find it on their website that ships worldwide.

Found here: @thetamarindchutney /tamarindchutney.com

Anutamaya

Anutamaya was a brand that began in the pandemic to customise classic Indian and contemporary western styles at great prices with a lead time of seven-eight business days. The client can even send their designs to the brand and the label will customise it according to their current fabric availability. While their main fabric is cotton and rayon, however, on special request they even arrange other fabrics. Affordable and sustainable are the key words for this one-woman brand. “The initial setting time wasn’t easy, from searching the right people for work, material to source, the design and how to do the cost-cutting yet not compromising with the quality of the product. Gradually, it all worked out for the best,” said Anu, founder of the brand. The label has co-ord sets, dresses and tops that are made to order while also being affordable. “It’s been almost a year now and it’s so satisfying to see we have gained exposure, we are being recommended, have some loyal clients and great response from all over India,” she added.

Found here: @anutamayaofficial