Hello, I'm India,
I founded the brand in reaction to the fast fashion ‘buy now, pay less, wear out, throw away’ culture that I and my generation were being offered. I didn’t want a ‘cookie cutter’ look. I didn’t want to be treated like a carbon copy of my friends. I questioned the low prices, low quality, low standards. I thought things could be better and I wanted something ‘real’. Something authentic. Something true to ‘me’. So I explored the idea of making one-off, second-to-none pieces reflecting ‘only me’.