About
Not a lifestyle, not a movement. Cloth. We thought the name should describe what we actually sell.
Why one garment
A new label usually opens with a full range, because a full range looks like a real business. It also means nobody spent long on any single piece.
We went the other way. One polo, argued over for months: the weight of the fabric, whether the collar would still sit flat after thirty washes, how the embroidery reads at chest size rather than on a screen.
When we're satisfied with this one, there will be a second. That's the whole plan.
Made in India
The garment is cut and sewn in India, in the knitwear mills that already supply export brands you would recognise. This is not a sentimental choice. It is the practical one.
Manufacturing where we sell means no import duty, no six weeks in a shipping container, and no guessing about quality from photographs. Someone can walk into the factory and hold the fabric.
It also means more of what you pay goes into the garment rather than into moving it around the world.
What we won't do
We won't inflate an MRP so we can advertise it at half price. The number on the page is the number.
We won't describe fabric as "premium cotton" and leave it there. The weight, the yarn and the construction are written on every product page, because those are the things that decide how a garment wears.
And we won't launch a second product to fill a gap in a catalogue.
See the polo