OUR STORY

Founded in 2023, Its lifestyle fashion brand that makes creative, distinctive fashion for the trendy, contemporary Indian. Its was created for impact through innovation, honesty and thoughtfulness. We like to experiment freely, which allows us to balance creativity and relatability, and our innovative designs. Our range of products is always fresh and up-to-date. Our innovation focus extends to our operations as well. We are vertically integrated, manufacture our own products, and cut out the middleman wherever possible. This direct-to-consumer model allows us to create high-quality fashion at affordable prices. A thoughtful brand, we actively attempt to minimize our environmental footprint and maximize our social impact. These efforts are integrated right into our day-to-day operations, from rainwater harvesting to paper packaging to employee benefits. To create an accessible, affordable and thoughtful experience of online shopping in India.