10 Homegrown Labels that you’ll Fall in Love With

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“Support homegrown brands” is an oft-quoted catchphrase in the world of fashion. Though local Indian brands and homegrown labels have been around for quite some time now, the 2020 pandemic awakened many new horizons. 

This year has been nothing short of a rollercoaster. It made most of us slow down, pause and introspect. While many aspects of life changed for the better, it also encouraged avid shoppers to rethink the way they buy, hoard and dress. 

The urgent need to end ‘extreme consumerism’ has resulted in a substantial shift in the way consumers shop. Bloggers, influencers and fashion connoisseurs are reiterating the need to embrace fashion brands that are conscious, sustainable and environmental-friendly. 

All credit goes to Prime Minister Narendra Modi’s ‘vocal for local’ movement. It gave homegrown brands the much-needed impetus to carve a niche for themselves that was earlier saturated with fast-fashion pieces. 

Instagram too rolled out a “Support Small Business” sticker in their stories to encourage users to promote brands that are predominantly homegrown. 

If you too are looking to realign your shopping patterns to a more mindful and conscious approach, we have you covered with our favourite homegrown brands that are making the world a better place. 

Homegrown Brands for Western Wear 

For a few years now, we’ve all been overly obsessed with high-street brands such as Zara, HM, Forever 21 and Mango. As trendy as these brands seem on the outside, you can’t even fathom the environmental costs of fast-fashion.

If you want to stay in vogue, check out these Indian brands that are flag-bearers of sustainable fashion:

1. Urban Suburban

If you’re someone who loves chic patterns, timeless styles and flattering fits, you’ve got to check out Urban Suburban. Founded by three super-talented sisters (Who runs the World? GIRLS), this Surat-based brand is 100% homegrown. Whether you’re looking for versatile separates or a statement number for date night, this Indian brand definitely has you sorted.  

In the quest of producing pieces that are fashionable, they are also playing their part in preserving the planet. 90 percent of the fabrics they use are remnant or rejected material that goes unused by major brands for a myriad of reasons. 

They don’t believe in mass production and thus, every piece you see on their website is made-to-order by their skilled tailors. 

Check out their Instagram page @in.urbansuburban to browse through their thoughtfully-crafted collection. 

2. Drawn

We’re totally in awe of brands that saw daylight amid the COVID-induced lockdown. Shop Drawn is one of them. This 100% Indian brand is all about bold prints and vibrant colours. 

From all-over patterns to solid hues, they have it all. You’ll find a quirky range of dresses, tops, bottoms and leisure sets that are contemporary yet timeless.  

Though their collection is limited at the moment, we’re hoping they will soon add new styles. If you’re someone who enjoys fashion that is easy-breezy, functional and chic, this one’s for you. 

We’re absolutely gushing over their Marigold off-shoulder dress. 

This homegrown brand is definitely making a global footprint as they ship worldwide. 

Check out their Instagram page (@shopdrawn) for some serious colour therapy. 

3. Prose Stories

A young and contemporary design house for women, Prose Stories is another homegrown brand based in Mumbai. With a simple mantra to make everyday luxury-wear available at high-street prices, they made their debut in the world of fashion.

From the classic white shirt to trendy pieces, their collection is a sight to sore eyes. Their garments are thoughtfully-curated for the modern, Indian woman who wishes to look glamorous. 

Quirky prints, muted hues and dainty florals are the heart and soul of their collection. If you’re looking to give your closet a new lease of life, you know where to shop (@prose.stories).  

4. The Summer House

The Summer House is a brand synonymous with sustainability, craftsmanship and kindness. This Bangalore-based brand is all about creating garments that are sustainable, responsible and functional. 

Their entire range is crafted from organic and sustainable fabrics. You’ll find free-flowing tops, Chanderi silk skirts, Bohemian dresses, khadi robes and zero-dye, handwoven sleepwear. 

As the name implies, their range of garments are ideal for a laid-back holiday, summer brunch with your girlfriends or simply a walk in the park. We’re absolutely crushing on their earthy undertones too. 

Besides fashion, you’ll also find a handcrafted range of platters and homeware on their website that have been sourced from sustained plantations. 

Check out their Instagram page (thesummerhouse.in) for some serious sustainable fashion inspo. 

5. Essgee

ESSGEE by Sagrika Grover is our current favourite boho-luxe label. Their collection is something that would resonate with every millennial. Inspired by the Hippie movement of the 60s, their garments are all about retro vibes. 

From party wear to resort wear, they’re fully stocked. Also, their collection features a ton of embellishments, embroidered patterns and cutwork. Their entire range of tops, playsuits, pants, dresses, sweaters and jackets are made using recycled materials such as polyester, PVC-free sequins, natural fabrics and mesh. 

If you want to make a fashion statement in a comfortable yet stylish way, this Delhi-based brand has some fabulous bargains going on currently in their Christmas clearance sale. 

From Komal Pandey to Athiya Shetty, influencers and celebrities love their clothes too. 

Head over to their Instagram page (@essgee_shop) to give your wardrobe a revamp.  

6. Rengé

Looking for a homegrown brand that makes you feel pretty, feminine and badass at the same time? Think Rengé. With their practically-curated collection, you can go from day to night in a jiffy. Their range of tops, dresses and jumpsuits are extremely Insta-worthy too. 

In terms of reducing their carbon footprint, they’re doing a pretty darn good job at it. They are an ethical, compassionate and responsible fashion brand that complies with the strictest social and environmental standards. 

Upscaling earth and skin-friendly fabrics and creating unique pieces for every customer is what their brand stands for. 

If you want to shop a garment that is locally-designed, produced in India and made with TLC (tender loving care), check out Rengé (@renge_india). Their collection definitely won’t disappoint. 

7. Alaya by Stage3

Need an outfit for a wedding, casual party, brunch, date night or anything in between? Alaya by Stage3 is your one-stop destination to shop runway-ready styles. 

This New-Delhi-based brand stocks gorgeous ethnic and contemporary pieces that are curated specially by influencers, stylists and bloggers. We’d describe their collection as Indian sensibility with a modern twist. 

If you’re looking for a brand that specialises in handpicked, timeless fashion, Alaya by Stage3 has your back.

Head over to their ‘gram (@alayabystage3) now to pick your favourite look. 

8. Moonstruck

Want to get awestruck? You’ve got to check out this Indie label called Moonstruck. They are a one-stop destination for ethnic wear, western wear, loungewear and fusion wear. 

Their collection is replete with versatile co-ord sets, monogram maxis, draped jumpsuits and funky playsuits. We checked out their ethic wear range too and feel like it’s apt for a last-minute Mehendi function or puja. It’s minimal, delicate and chic.

If you want to shop trendy styles that are mindfully created, keeping form and function in mind, don’t give Moonstruck (@moonstruckbyss) a miss. 

9. ANI Clothing

Another homegrown brand that is making heads turn is ANI (pronounce: AA-Ni) Clothing. They’re strictly made in India and are driven by the concept of maximum sustainability. 

Besides their natural fabrics, we absolutely love how their collection of shirts, tops, dresses and shorts flawlessly fit different body types. Their tie-and-dye shirts and sweatshirts are a rage amongst millennials. 

Though on the pricier side, when it comes to top-quality western wear, they know how it’s done. When you wear a piece from ANI, you’ll automatically feel comfortable and elegant without losing your individuality.

Another cute thing about this Indian brand? They plant a tree in your name each time you make a purchase from them. 

Get shopping, girls! Check out their Instagram page (@aniclothing.in) for some winter fashion inspiration

10. House of SOI

Brainchild of a sister-duo, House of SOI is a fashion brand that focuses on making millennial clothing accessible and affordable. If you’re someone who has a strong affinity for pastel hues, dainty florals and vintage prints, you’ll be smitten by this feminine brand.

Their flattering silhouettes and free-flowing fabrics is something that reflects in their entire collection. 

Every garment they produce is created in-house under a controlled manufacturing process. If you’re a woman who values quality above everything else, stock up on a dress or two from this premium, homegrown label

Their Instagram handle (@houseofsoi_official) is all about resort wear vibes. Check it out!

This was our round-up of homegrown brands and Indie fashion labels that celebrate sustainability and minimalism, and most importantly, deserve all your love. 

It’s time to go back to our textile roots after all, what say?

Know of any other slow-fashion, Indian brand? Give them a shoutout in the comments section below.



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