Aneeth Arora’s easy aesthetics with an intensely feminine core that’s playful and carefree, has travelled to Calcutta with Shuffling Suitcases and is available at the Shuffling Suitcases Store at Purna Das Road. We caught up with Devyani Kapoor, founder and director of Shuffling Suitcases India, ‘India’s first community of sustainable brands, conscious buyers...’, on bringing Pero to Calcutta and more.
Devyani Kapoor, founder and director of Shuffling Suitcases India
Congratulations on the launch of Pero at Shuffling Suitcases!
Thank you! It’s truly a moment of pride for everyone at Shuffling Suitcases to have Pero, one of the biggest and most loved brands in India, at our sustainable store. Shuffling Suitcases has been curating the best of Indian textiles and brands for the last six years, working with over 500 homegrown brands via our pop-ups, e-commerce and physical stores. We’re now excited to curate a line of exclusives that you will only find at our stores. I have personally been a fan of Pero for over 10 years and every time I wear their products, I’m always asked where one can buy them. It’s a joy to finally be able to offer Pero products to our customers, especially those who are unable to visit their Delhi store.
When did you start planning to bring Pero to Shuffling Suitcases?
I have been dreaming about bringing Pero x Shuffling Suitcases for a long time now, but I remember sitting with my core team last year in Hyderabad and saying, ‘It’s time I got Pero to Shuffling Suitcases’. After months of planning the grand launch which features giant poppies hanging from the roof, display window and much more, we are thrilled to have launched with SS ‘22, featuring a lot of vibrant colours from their main line. We have co-ords, separates, and accessories, making it a must-have for any Pero lover. With shelves emptying out soon, we plan to bring a lot more for Calcutta from the brand over the next few weeks and months.
What are your favourite pieces from the range?
I have been a Pero girl for years, and I have one from every season. From lazy Pero to their main line to one of their statement jackets, I love them all. Each year, I buy two-three pieces and wear them year-round. With the launch of SS ‘22 at Shuffling Suitcases, I’m loving the vibrant colours and the intricate detailing that Pero is known for.
What do you really enjoy about the Pero aesthetics?
I’m in love with the simplicity yet the detail-oriented approach of the brand. From French knots to kantha stitch to appliques put together like a master of all, they bring something new every season surpassing the last year. It’s fascinating to see how they combine contrasting stitches, techniques and fabrics to create unique designs that are both elegant and playful. Every time I wear a Pero outfit, I feel like I’m wearing a piece of art.
What do you think is Aneeth’s USP as a designer?
Aneeth’s eye for detailing is truly unparalleled. From the tiny buttons that read ‘Pero’ to the little embroidered hearts, bugs, and French knots, she pays attention to every minute detail. The contrast stitches and the embroidered “Made in India” on the inside of the garment are some of my favourite features of the brand. I think no one does this better than Aneeth, and every time I buy a Pero outfit, I discover something new about the brand’s unique aesthetics. It’s a testament to her skill as a designer and her commitment to producing high-quality products that are both beautiful and meaningful.
Who do you think is a Pero girl?
I believe a Pero girl is someone who values and appreciates traditional Indian textiles and craftsmanship. She is someone who loves to experiment with fashion and is not afraid to stand out in a crowd. She is someone who is confident, independent, and has a unique sense of style.
What kind of reception are you expecting in Calcutta?
We are expecting a very positive reception in Calcutta, as Pero already has a strong following among fashion enthusiasts in the city. Our customers in Calcutta are already familiar with the brand, and we are confident that they will appreciate the opportunity to shop for Pero products at our store.
What has the journey of the store been like?
The journey of our store has been very exciting so far. We have been working hard to create a sustainable and inclusive shopping experience for our customers, and we have been very fortunate to have the support of a wonderful community of shoppers who share our values. We have also been very lucky to have the opportunity to work with some amazing homegrown brands, including Pero, The Summer House, Mati, Khara Kapas, Earthaments and to bring their products to a wider audience. With 12-15 new launches happening every month, we are trying to bring some of the best-known and unknown names to the City of Joy through the Shuffling Suitcases Store.
What are your dreams for the brand?
We are making sustainability accessible; that is the biggest challenge and we are here to solve it. With over seven months of our flagship store (Calcutta), it has been nothing short of an overwhelming response. We went on to open our Gurgaon store just three months after launching our flagship store in Calcutta and are set to launch a few more in 2023. We are also so close to the 50th edition of our offline pop-ups and our e-commerce serves customers across the globe while increasing our footprint without physically being present there yet.Shuffling Suitcases also completes six years this June and I am excited for the growth and expansion of the brand in India and internationally.