From Bollywood celebrities relaxing in windy kaftans to individuals attending virtual gatherings in comfortable casual wear, the humble ‘fashion is comfort’ has never been more genuine. Thus, loungewear was the distinct fashion trend of the year and retail fashion brands like H&M and Zara rushed to capitalize on it.
Made In India Fashion Brands by Women Entrepreneurs
Given below is a rundown of the women-led fashion brands which had been doing genuine business of offering comfort through fashion, way before the pandemic turned the world around.
NeceSera
In 2017, Riddhi Jain decided to start a sustainable loungewear brand to assist individuals to unwind in comfortable clothing after a long day of work. Situated in Delhi, the startup’s name ‘NeceSera’ is a portmanteau of ‘necessary’ and the Italian word ‘Sera’ – which means evening. With an emphasis on fabric, its thoughts are conceptualized in Europe and made in-house at Faridabad. As an eco-conscious brand, it reuses 70% of the 2,700 liters of water it typically takes to make one shirt. Focusing on all women aged above 18, its range of loungewear and nightwear is accessible on eCommerce platforms like Amazon and Nykaa, other than the startup’s edition. In the midst of the pandemic, it has additionally presented the work-from-home version also.
Sweet Slumber Store
Lawyer turned-entrepreneur Bhanu Garg’s loungewear brand Sweet Slumber Store stands apart with novel Indian Jaipuri prints among a rich collection of loungewear clothing. Established in 2018, the Dehradun-based brand likewise offers a wide variety of accessories like headbands, scrunchies, turban covers, and stylistic theme products all priced between Rs 99 and Rs 2,700. The entrepreneur says the key spotlight is on quality and affordability, while its USP remains acutely taking care of the client’s needs. Directed towards individuals from varying backgrounds, the name has additionally catered to big names like Meera Kapoor and Mallika Dua.
Mystere Paris
Mumbai-based Mystere Paris has been popularising fashionable sleepwear and loungewear since its beginning in 2015. Entrepreneurs Tanvi Goenka Sekhsaria and Vishwanshu Agarwal’s emphasis on online brand building has played an important role in their growth over the years. Priced between Rs 499 and Rs 1,999, their products include lingerie, are available on most e-commerce platforms like Myntra, Jabong, Flipkart, Tata Cliq, ShoppersStop, Flipkart, Amazon, and FirstCry, in addition to their website.
Erotissch
Sister-duo Aayuushi and Anushka Agarwal utilized their schooling and affinity for fashion to begin a bed-to-streetwear clothing brand, Erotissch, in 2019. Situated in Delhi, the startup offers a scope of agreeable loungewear inspired by the Japanese concept of Jinbei, a type of nightwear that can likewise be worn outside to get things done. Targetting working women aged somewhere in the range of 18 and 35 years, the brand designs masks, beachwear, and lingerie. Its products are available on major online eCommerce platforms like Ajio, Myntra, Amazon, Flipkart, and Little Black Book, and forayed into retail store Shoppers Stop in July this year. Despite the fact that COVID-19 forced a few difficulties including shifting base from Noida to their old neighborhood in Agra, the brand clocked Rs 1 crore in income in five months during the pandemic.
For more information, visit the website of The Companycheck
