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It stands for thoughtful, versatile, and timeless fashion, created with care and responsibility
About the Brand
What is the name of your brand and what does it stand for?
My brand is called Anushé Pirani. It stands for thoughtful, versatile, and timeless fashion, created with care and responsibility. We focus on mindful design, ethical practices, and high-quality craftsmanship that allow our pieces to be cherished and worn for years.
When was it founded, and what inspired its beginning?
Motivated by the challenge to question conformist idea of clothing that can often feel a little predictable, I created this contemporary namesake label in 2017.
What makes your brand uniquely Indian?
What makes anushé pirani uniquely Indian is our deep connection to local textiles, artisans, and craftsmanship. We try and work closely with traditional techniques, reinterpreting them through a modern lens to create clothing that feels contemporary yet rooted in India's rich heritage
About the Founders
Who is the founder? Please share a short personal introduction.
Hi, I am Anushé Pirani, founder and creative head of conscious clothing label Anushé Pirani. I was born and brought up in Mumbai. I've always been deeply passionate about textiles and apparel. My journey into the world of fashion began with a profound fascination for art and design. Over the years, I've cultivated a strong dedication to a deep understanding of different materials, production processes, fabric sourcing, importance of good quality and designing clothing that is not only fashionable but also versatile and timeless.
What's your background?
I studied and trained in Fashion Design before starting my label, but my journey has also been shaped by a natural inclination towards creativity, curiosity about craft, and a strong desire to build something meaningful on my own. While not coming from a family tradition in fashion, I was drawn to create a label that reflects both my personal values and design sensibility.
What inspired you to start this brand?
It started with a desire to create clothing that blends thoughtful design with responsibility.I wanted to move away from the culture of excess and instead offer pieces that are timeless, versatile, and crafted with care. Garments that people can connect with and cherish for years.
The Team & People Behind the Brand
Can you tell us about the team behind your label?
The team behind Anushé Pirani is small and close-knit. I lead the design process, and our tailors and artisans play a big role in bringing the garments to life with their skill and dedication. On the production and marketing side, I'm supported by a handful of wonderful people who help make sure everything runs smoothly and our story reaches the right audience. We work very hands-on, like an extended family, with everyone's contribution shaping what the label stands for.
Do you work with local artisans, karigars, or craft communities?
Yes, I work closely with local artisans and karigars. Their skill and craftsmanship are at the heart of the label, whether it's through weaving, dyeing, or tailoring. Collaborating with them not only supports traditional livelihoods but also allows me to bring authenticity and depth into each collection.
Are there any people or partnerships you'd like to credit or highlight?
I'd love to credit the artisans and karigars I work with, as their craft and dedication form the backbone of the label. I'm also grateful to my small in-house team who support me in design, production, and communication. And most recently, I'd like to highlight our collaboration with Anomalia on MycoCore, which has been an exciting step in exploring innovative, responsible materials alongside traditional craft.
Craftsmanship & Textiles
What kinds of textiles, weaving, dyeing, or embroidery techniques does your brand use?
Our brand works with a variety of Indian textiles and techniques, including handwoven Ikat from Pochampally, Shibori from Himachal Pradesh, and artisanal cottons. We also experiment with fabrics like hemp cotton, blending traditional craftsmanship with modern, responsible materials to create versatile, long-lasting designs.
Is there a story behind the craft you work with?
Yes, the crafts we use carry rich regional heritage. Ikat from Pochampally is hand-tied and dyed before weaving, while Shibori from Himachal Pradesh uses intricate hand-tying and dyeing. Each piece reflects the skill and tradition of the artisans, reimagined for modern designs.
Are the materials locally sourced or organic/natural?
Yes, our materials are carefully and responsibly sourced. We focus on natural, high quality fabrics, including cotton and hemp blends, chosen for their durability and the care that goes into making them. Our goal is to create garments that last and are thoughtfully crafted from start to finish.
Values & Practices
How do sustainability, slow fashion, or ethical practices show up in your brand?
Our brand focuses on thoughtful design, high-quality fabrics, and close collaboration with artisans. Each piece is made to last, encouraging mindful choices and respect for the craft behind it.
How do you approach production?
We approach production with care and intention. Most of our pieces are made in small batches, allowing us to maintain quality and attention to detail. We also plan production thoughtfully to minimize waste and ensure each garment is crafted with precision and purpose.
Design & Aesthetic
How would you describe your design philosophy or signature style?
Our design philosophy is rooted in timeless, versatile, and thoughtful clothing. We create pieces that balance modern aesthetics with comfort and functionality, allowing them to be worn across occasions and seasons. Each garment is crafted to be meaningful, wearable, and enduring, reflecting a subtle elegance and attention to detail.
Who is the muse or ideal wearer of your designs?
Our designs are for those who value thoughtful, versatile clothing. These are timeless pieces that are elegant, functional, and crafted with care.
How do you blend tradition with contemporary fashion?
We do that by reinterpreting age-old crafts and techniques in modern silhouettes and versatile designs. This way, the heritage of the textiles shines through, while the garments feel fresh, wearable, and relevant for today's lifestyle.
Your India
What does Made in India or Born in India mean to you personally?
"Made in India" means celebrating our artisans, preserving traditional crafts, and bringing India's rich heritage into modern, wearable designs.
Are there specific regions, traditions, or experiences that influence your work?
Yes, my work is influenced by India's rich textile traditions and regional crafts. Collaborating with artisans and experiencing their techniques firsthand from weaving to hand-dyeing, deeply shapes my design approach, helping me reinterpret heritage in a contemporary and versatile way.
Looking Ahead
What is your vision for the future of your brand?
My vision for the brand is to continue creating thoughtful, high-quality clothing that honors craft and design. I want to expand our reach while staying true to our values, exploring new fabrics and techniques, and building meaningful collaborations that celebrate creativity, heritage, and mindful practices.
Any exciting launches, collaborations, or growth plans ahead?
Yes, we have some exciting projects in the works and look forward to sharing fresh, thoughtful designs with our community soon.
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