As our name suggests EAST's heritage is steeped in India and hand crafted products.

EAST was started by Clive Pettigrew, Penny Oliver and Jonathan Keating who all met at Monsoon. They formed a wholesale trading company with two shops and called it Anokhi Wholesale Ltd. The business was called Anokhi and were then, and still are today, the pioneers of hand block printing for textiles and fashion based in Jaipur, Rajasthan, India.

Eight years on, the business had grown to ten branches and four concessions. The range had also broadened considerably and the Anokhi product, whilst still significant, was supported by additional ranges from other Indian suppliers. John Singh of the Anokhi family invested in the business and is still involved in EAST from his farm in Jaipur to this day.

It was in 1994 that the stores were renamed EAST. The name reflected the ethnic heritage the company was founded upon, but also recognised new sources of supply such as China, as well as India. By 2008, the company has grown to 77 outlets, with 52 stores and 22 concessions, including 18 John Lewis concessions.

The product was originally designed for women who love individual, natural fabrics, with an ethnic feel. We remain true to these values today. Our products were then and are now heavily influenced by the time honoured traditions of the Far East incorporating, ‘hand’ crafted embroideries, wonderful evocative prints and vibrant colours to create our distinctive outfits. You will also find soft knitwear for easy layering, beautiful silks and simple linens. Finally, as all our clothes are designed in-house, they are genuinely unique.

Jewellery and accessories are important additions to any outfit; we have an eclectic collection sourced from all over the world, including Thailand, India and the Philippines. We use predominantly natural materials such as wood and shell, and even seed pods.

There’s something at EAST for every occasion.