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Crafting couture: 7 homegrown labels embracing Indian craft

From focus on craftsmanship to sustainability, discover the intersection of creativity and craftsmanship with these fashion brands
Indian Fashion Brands

There’s been a notable surge in the popularity of ethnic wear, not just reserved for special occasions but also embraced as casual attire. This shift is evident with the active discourse among Instagram creators, who are championing homegrown Indian brands. These brands epitomise a fusion of creativity and tradition, serving as tributes to intricate craftsmanship. In shedding light on crafts that were once on the brink of obscurity, they advocate against the throwaway culture of fast fashion, emphasising handmade and ethically produced garments.

Introducing a refreshing twist to conventional fashion, these brands seamlessly blend traditional practices and crafts with contemporary Western and streetwear influences, all while preserving the essence of Indian craftsmanship.

For those seeking to enhance their wardrobe with sustainable options that celebrate Indian heritage without compromising on style, there are myriad choices awaiting exploration. Say goodbye to the hassle of draping a saree or traditional attire; these brands offer seamless integration into urban lifestyles.

Ready to indulge in guilt-free shopping that supports Indian crafts and brands? Here’s your guide to discovering and adding to your cart without any lingering guilt.


In the bustling world of fashion, Johargram emerges as a beacon of ethical and sustainable streetwear, championing the exquisite textiles of Jharkhand while striving to breathe new life into traditional mediums. Since its inception in 2020, Johargram has been a torchbearer for the crafts and textiles of the state, supporting and revitalising ancient indigenous craft forms to enrich the local ecosystem.

At the heart of Johargram’s ethos lies a commitment to natural, craft-based, contemporary, and affordable products. Rooted in tradition yet embracing modernity, Johargram’s garments exude a timeless elegance, empowering local artisans and embodying the essence of classy streetwear.

In a world where sustainability often comes with a hefty price tag, Johargram stands as a beacon of accessibility, offering brand-elite streetwear without breaking the bank, with products ranging from anywhere between INR 800 to INR 13,500. Their key assets include premium quality, the right price, comfortability, and durability, ensuring that every piece is crafted to last.

Confident, optimistic, trendy, and imbued with a youthful spirit, Johargram encapsulates the essence of contemporary fashion while staying true to its roots, making it a brand to watch in the ever-evolving landscape of sustainable streetwear. 

Szabo Sihag


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Szabo Sihag, a fusion of Indian heritage and contemporary flair, draws inspiration from the timeless elegance of traditional Indian attire, such as the graceful drapes of saris and the voluminous ghagras

Each piece is meticulously curated with an exotic and playful aesthetic, offering a fresh perspective on India’s rich cultural tapestry. Collaborating with artisans and small-scale manufacturers across India and England, Szabo Sihag is committed to preserving cultural heritage and promoting environmental sustainability.

Driven by a passion for Indian craftsmanship and heritage, Szabo Sihag strives to push boundaries with experimental silhouettes and unique designs, inviting wearers to embrace individuality and creativity.

At Szabo Sihag, sustainability takes center stage, with a focus on ethical production practices from sourcing materials to delivery. Utilising high-quality materials sourced from local businesses and incorporating recycled fabrics whenever possible, Szabo Sihag ensures minimal waste by repurposing leftover materials for new collections. Committed to cruelty-free fashion, the brand does not use any leather, fur, exotic skin, or feathers in its creations.

Gundi Studios

Gundi Studios launched onto the fashion scene in 2018, sparked by the vision of its founder, Natasha Sumant. Recognising the need for a more equitable industry, Sumant set out to establish a clothing brand that would champion traditional techniques and prioritise the livelihoods of the artisans behind the garments we cherish.

At the core of Gundi’s mission is empowerment, spanning from the artisan to the garment worker to the consumer. Grounded in the subcontinent, the brand begins its journey by collaborating with families of craftspeople to develop fabrics, dyes, and prints that honor centuries-old traditions.

For instance, the cotton used in Gundi’s t-shirts is sourced from Rajlakshmi Cotton Mills, where every farmer holds a stake in the company. Drawing inspiration from market research and the aspirations of its artisans, Gundi designs silhouettes that celebrate craftsmanship and skill. These designs are then entrusted to partner families like Saheli Women for cutting and sewing, fostering a collaborative spirit throughout the production process.

Even the packaging reflects its commitment to sustainability, with internal materials crafted from corn starch to minimise waste. Through its innovative approach and dedication to social responsibility, it is not just a clothing brand—it’s a movement towards a brighter, more inclusive future for fashion.



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Āroka stands as a beacon of inclusive slow fashion, co-founded by Shweta Agarwal and Karan Ahuja. In 2019, the dynamic duo unveiled their inaugural ready-to-wear collection, driven by a shared vision to foster a space that honors consumer emotions, encourages self-acceptance, and confronts social issues to catalyse societal transformation.

Embracing sustainability as a cornerstone of their ethos, Āroka is committed to conscious practices throughout every facet of production. From sourcing fabrics meticulously handspun and woven by skilled artisans in India to employing environmentally responsible manufacturing processes, the brand exemplifies a commitment to ethical and sustainable fashion.

With a focus on authenticity and craftsmanship, the labels fabrics tell stories of generations mastering age-old traditions. Sourced from the weavers of Bhuj, Bengal, and remote corners of India, each fabric boasts a rich narrative, steeped in the heritage of artisanal excellence.

Breathable, absorbent, antibacterial, and luxuriously soft on the skin, Āroka’s fabrics offer a tactile experience that transcends mere apparel. They embody a testament to the artistry and dedication of India’s skilled artisans, inviting wearers to connect with the cultural tapestry woven into every thread. Through Āroka, fashion becomes more than just garments—it becomes a celebration of heritage, craftsmanship, and conscious living.

No Borders


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In the ever-evolving landscape of sustainable fashion, a resurgence of ancient crafts is taking center stage, sparking a global movement toward preservation and reappropriation. Across the globe, artisans steeped in centuries-old practices are reclaiming their heritage, breathing new life into age-old crafts that teeter on the brink of extinction.

Venturing across India, a team of passionate individuals embarked on a journey to connect with these remarkable artisans, whose intricate skills and rich cultural knowledge had long been overshadowed by modernity. Despite their profound talent, these artisans faced numerous challenges, from limited access to resources to a shrinking market demand.

Undeterred by these obstacles, the team at No Borders forged partnerships with artisans whose authentic craftsmanship resonated deeply with their values. Together, they sought to defy the conventions of hegemonic industries and celebrity-driven cultures, championing the untapped potential of these overlooked talents.

Central to their vision is the belief in collective action—the understanding that real change can only be achieved through solidarity and shared purpose. Through the power of the No Borders community, a diverse collective united by common values, resources are shared, support is offered, and barriers are broken down.

Day & Age 


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In the world of design, Day & Age emerges as a captivating fusion of graphic and textile creativity, weaving together products imbued with a sense of contemplation and relevance to the zeitgeist. Founded in 2023 by Shreya Parasrampuria and Sharan Adka, graduates of NID Ahmedabad, Day & Age began as an art project, driven by a shared ethos of thoughtful design.

With a conceptual approach rooted in mixed media, Day & Age embraces experimentation with materials and designs, eschewing the constraints of scalability. Their ethos reflects a deep awareness of the detrimental impact of the fashion industry on the environment, prompting them to adopt practices that balance ecological concerns with economic viability.

Embracing a slower pace of production, Day & Age produces a limited number of designs, releasing collections less frequently and prioritising repurposing and made-to-order manufacturing. This commitment extends to ensuring fair wages for the artisans who bring their creations to life.

Celebrating the handmade nature of their products, the label embraces the subtle variations inherent in each round of production as a testament to their commitment to a slower, more deliberate way of living. Through their unique approach, Day & Age invites wearers to embrace a lifestyle that values craftsmanship, sustainability, and individuality.


NorBlack NorWhite is a testament to the power of exploration and friendship. Founded by Amrit Kumar and Mriga Kapadiya, who embarked on a journey from Toronto to Mumbai in 2010 to reconnect with their roots and immerse themselves in diverse cultures and crafts.

Their adventures in Mumbai unveiled a treasure trove of India’s exceptional craftsmanship and rich cultural tapestry, laying the foundation for NorBlack NorWhite. Inspired by their sweet friendship and fueled by a passion for exploration, they set out to create a brand that honors traditional textiles while reimagining them for contemporary streetwear.

At the heart of NorBlack NorWhite’s philosophy lies a deep reverence for the past, the process, and the people who carry forward age-old traditions. From their iconic ‘BomBombers’ to their exploration of Bandhani and other traditional textiles, NorBlack NorWhite embodies a commitment to respect, reinterpretation, and everyday wearability.

With every stitch and silhouette, the brand invites wearers to embrace a fusion of old and new, celebrating the beauty of heritage while forging their own path forward in style. Through their unique approach, NorBlack NorWhite not only pays homage to India’s rich textile legacy but also serves as a beacon of friendship, exploration, and creative expression in the fashion landscape.