Timeless, contemporary and solution-driven clothing for modern Indian women

“While working for McKinsey, I noticed a lack of comfortable formal wear in India. Therefore, we developed a unique formula for ‘style, comfort, and fit’ coming together in one garment after connecting with over 1000 working women to understand their workwear requirements. Simultaneously, we also developed a proprietary tailored fit algorithm that gives a great fit with 3 self-measurements.”

Ayushi

Research – As the saying goes – “Good things take time”, it took us studying the Indian body shapes and sizes of over 200 women before stitching our first garment. It indicated that all work-wear brands in India, including Indian brands, are using European size charts for Indian bodies, despite significant differences.

Data – After receiving body measurements from 10,000+ women over the last 4 years, we optimized our standard sizes with time and moved as close to perfect as possible

Sizing – You are unique, and so is your body. Therefore, we believe in providing flattering fits for all sizes and shapes. Our bodies keep on changing and it is beautiful when you accept every fragment of your being and celebrate it every day.