FASHTALKS WITH ASTHA AND SIDHARTH

What inspired you to create your own brand? 

Creative freedom is what inspired us to start our own brand. Working in segregated pockets of hours and days of the year was not our calling. Instead, we wanted sleepless nights and dreamy days with an incessant amount of work to feel that we are truly living [just kidding]! Generally, there is a different kind of rush when you own our decisions and we truly wanted to immerse ourselves into creating products. Strong aesthetics sometimes become challenging to adhere to, which led us to start on our own brand.

"We needed to vent our creativity; hence, clothes became the perfect medium to express ourselves."

Did you always know you wanted to be a designer? Why or Why not?

Sidharth and I knew from a very young age that we wanted to create, whether it was clothes, furniture, or sculptures. We needed to vent our creativity; hence, clothes became the perfect medium to express ourselves.

What was your previous work experience before launching your brand?

Before starting the label, both Sidharth and I had worked on various industry projects across different arenas, such as photography, styling, illustrating, writing and mood-boarding. Little did we know that these experiences would contribute significantly to our future entrepreneurial life.

If you could do something different before starting your business what would it be?

Though we feel we started out at the right time, if given the opportunity to do it all over again we would want to research and network more, as these two aspects are really helpful in the long run.

What was the toughest circumstance you overcame when just starting out your business? 

Born with a dominant right side, the toughest task while setting up a business is finding the balance between business and creativity.

What is one thing you look for when interviewing a potential candidate for your company?

When interviewing a potential candidate, we look for skills and knowledge that we do not have. We also consider what resonates with the brand ethos of minimalism and if they appreciate slow fashion.

Do you feel working in the fashion industry is different today than from when you started out? Why or why not?

It is an ever-evolving process. Everything is about Omni channel presence and is no longer about “I know this designer who makes beautiful clothes in her garage”. There is a big world out there and you need to make your presence felt. There are tools for doing so now more than ever.

"Considering the environmental damage that this industry has caused in the past few years, we must all unanimously pledge to adopt sustainable practices."

How important is social media to your brand?

It is a vital tool to tell the brands narrative and for marketing. Due to the pandemic and confinement, the world’s reliability for social media has significantly increased, therefore making social media the most important ingredient for a brands success.

What direction do you believe the fashion industry is headed to?

In our utopian world, we feel the consumer is getting more educated about the repercussions of their actions. Therefore, the fashion industry should head towards ethical practices. Considering the environmental damage that this industry has caused in the past few years, we must all unanimously pledge to adopt sustainable practices.