Unleash Story

From mindless production to thoughtful creation: Here we bring the story of a Contemporary brand, anushepirani

anushé Pirani was started in 2017 when no clue about sustainability or slow fashion was apparent. After a lot of research and learning, it was only towards the end of 2018 that the transition from mindless production to mindful creation started. This transformation led to a profound change in the way the brand approached fashion, emphasizing quality, sustainability and ethical practices. Thoughtful creation embraces sustainability as a core pillar and encourages mindful consumption.

Anushé Pirani is motivated by the challenge to question conformist ideas of clothing that can often feel a little predictable, she created her contemporary namesake label in 2017. Born and raised in Mumbai, Anushé graduated in Fashion Merchandising & Retail Management from B.D. Somani Institute of Art & Fashion Technology in 2012.

Their Design Philosophy

Nurturing and exploring the relationship between art, design and fashion with confident ease the label’s versatile approach translates successfully to both men’s and women’s wear effortlessly combining function with flair. The brand explores artistic intricacy with an unorthodox approach to silhouettes delivering versatile wearable clothing and redefining beauty. 

Produced in Mumbai, India the clothes are ethically created showcasing the finest craftsmanship and materials. Gone are the days when sustainable clothing was associated with shapeless, anti-fit garments. The modern conscious fashion movement has revolutionised the way we perceive eco-friendly apparel, proving that it can be both fashionable and forward-thinking.

The concept of sustainability goes beyond simply creating products with a lower environmental impact. It encompasses a holistic approach that considers the entire lifecycle of a garment, from design and sourcing to production and disposal. This mindset shift has led to the rise of innovative materials and production techniques that prioritize ethics and the environment without compromising on style.

Sustainable fashion brands are redefining the standards of beauty and desirability. They are proving that sustainability can empower individuals to feel confident and beautiful in their own skin.

As a brand, we believe in transparency and strive to provide our customers with complete visibility of our material sourcing and production processes. The brand values open communication and ensures that customers can make informed choices. 

Equality above all

We understand the importance of fair compensation and safe working conditions for their artisans, tailors, and everyone involved in the production process. Our facilities are equipped with well-ventilated rooms and state-of-the-art machinery, ensuring optimal working conditions. We prioritize fair wages to uphold the well-being of our workers.

We also look forward to collaborating with artisans to empower them and preserve traditional craftsmanship. We use AZO-free dyes and are on the constant lookout to explore various sustainable fabrics that minimize the use of harmful chemicals.

What anushepirani have for you!

By choosing anushé pirani, customers can feel confident that they are supporting a brand that values both style and sustainability. 

anushé pirani offers a range of unique and thoughtfully designed clothing pieces. The brand takes inspiration from various cultures and crafts, infusing their collections with a blend of contemporary aesthetics and timeless elegance. Each garment is carefully crafted to ensure quality and attention to detail, resulting in pieces that stand out and can be cherished for years.

Being accountable for how you spend your money is sexy. 

Having clothes that look and feel great is sexy.

Saving the environment and planet is sexy.

Sustainability is Sexy!

by anushepirani

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