- Designer -

Naushad Ali

Naushad Ali is a designer with minimalist inclinations, he believes in revisiting designs to adapt more than to add. The label fosters a deep love of Indian traditions and crafts, creating designs that bring together modern cuts and heritage fabrics. He challenges himself with new designs and techniques through every collection, reliving the history of a culture by reviving its traditional fabrics and sustaining its practitioners. The core philosophy of the brand is to make people cherish our garments and to wear them over and over. And find creative ways to eliminate waste in the process of creating.

Naushad works closely with weavers from around the country, Kanchipuram, Chettinad, Pochampally and West Bengal to develop his own fabrics. The brand and production process are a reflection of his simple and extremely innovative thinking process, with playful surprises thrown in at unexpected moments. At his studio in Auroville every garment is designed, tailored and packed with earnest dedication.

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