The Search for Simple, Effortless Clothing
Every idea starts with a problem. Ours was simple: finding everyday clothing that is stylish, comfortable, and practical was harder than it should be. So much of what’s available today feels designed for a different pace of life: trendy cuts, cropped lengths, loose fits. Perfect for certain occasions, but not always for the everyday moments that matter most.
Think about catching up with a friend over coffee, taking a stroll, or heading to work. Clothes should support these simple, meaningful moments. We wanted to create pieces that are stylish yet practical, made with care for real life: effortless clothing for the way you live, move, and feel.Woven Together
Sana: The designer behind the label and the one shaping each piece you see here. As the Head Designer at Farida Gupta, one of India’s leading ethnic wear brands, she spent years creating everyday Indian clothing that celebrates comfort, craftsmanship, and culture. But even as she immersed herself in timeless prints and flowing silhouettes, she saw a gap in our wardrobes—stylish, everyday western wear that felt just as effortless.
That insight led her here.
With this brand, she has taken everything she’s learned about fit, fabric, and how women really live and reimagined it for modern, daily dressing. These are clothes made to move with you, support your lifestyle, and bring comfort and quiet confidence to your everyday routine. This isn’t fashion for occasions. It’s fashion for real life. Bharat: Chartered Accountant. The numbers guy. The calm in the chaos. He brings structure and clarity to the business side of things. Handling everything from finances and operations to making sure the numbers always add up. With a sharp eye for detail (not just in spreadsheets, but in design too), he brings a grounded sensibility to the brand, ensuring every creative vision is backed by a strong and steady foundation. “We started this brand to create clothes for real life. The kind that moves with you, not against you. Easy, effortless, and made with care because getting dressed shouldn’t be the hard part of your day.”- Sana & Bharat.
Inspired By Everyday India
Our inspiration starts with the world around us - quiet corners, local textures, architectural lines, a bloom of colour on an otherwise muted street. These aren’t grand gestures; they’re fleeting moments that stay with us. And they find their way into our prints.
While our silhouettes are clean and global, our prints are an ode to the India we live in, filtered through a modern lens. Sometimes it’s a faded tile pattern, a shadow cast by a jaali, the curve of a wildflower by the roadside, or the way light hits a curtain on a slow afternoon. We distill those visuals into minimal, versatile prints that you can actually wear every day.Whether it’s the natural flow of fabric or the subtle storytelling in a motif, every design begins with observation and ends with intention. We draw from our surroundings, not to recreate tradition, but to reimagine it for how we live now.