Two friends, Nitheen Patric and Akash Dwivedi, identified a gap in the Indian fashion industry, particularly in the solid clothing segment. They noticed that solid apparel was often made of fabric not designed for longevity or came in limited shades. Solids were treated merely as a sub-category rather than a full-fledged fashion identity.
With a vision to enhance and redefine the neglected solid category—and to build a sustainable fashion brand that reduces the carbon footprint and eases the load on the planet—the duo launched a dedicated brand introducing multiple outfits in solid patterns for both men and women.
The founders emphasized comfort and sustainability by choosing 100% cotton fabric, well-suited for India’s climate. Their market differentiator was a bold “100 washes guarantee,” ensuring long-lasting quality and promoting sustainable fashion.
In their own words: “In the next 4–5 years, we are looking to redefine the solid fashion space while using sustainable technology to reuse and replenish materials in an eco-friendly way—keeping user comfort as our top priority. The next five years will be critical in laying the foundation for sustainable and comfortable fashion.”
The brand also highlighted its USP: fits tailored specifically for Indian body types, blending global trends with local comfort. Their collection was designed to cater to every segment of Indian society, with colour taking the lead role.
Looking ahead, the founders announced their five-year goal: to launch a line made entirely of recycled materials. They confirmed that the R&D phase was underway and that they were seeking strategic investments to expand their sustainable fashion journey.
