Our Ethos


Our Ethos

Launching June 2019, we are excited to re-incarnate this beautiful brand rooted in India's history and heritage. We've drawn inspiration from the rich tapestry of India, both past and present, to make our inherently bohemian brand feel contemporary.

Our modern feminine look aspires to evoke real creativity and a spirited energy to women of all walks of life. Designed in London by our small team of female creatives, we value expression through nostalgic prints, a confident use of colour and silhouettes that instil femininity and individuality. We hope you will treasure these East pieces in your wardrobe for years to come.

We care about the planet and the people creating our clothes, without them, none of this would be possible. We are inspired by our incredible artisans and their traditional techniques, helping to keep their craft communities alive with a new, kinder approach to fashion.

Mother nature is never too far from our minds. We believe sustainable design can be both beautiful and ethical. We consider every detail, from the fabrics and colours we choose, to the packaging and the trims, aiming to build our brand with an Earth-friendly approach from design to delivery.

We are on a journey of sustainability and although we have made great progress, there's always room for improvement. Read more about our People & Planet section.