Design is as much about the unseen as the seen. Often considered a surface attribute, with all focus on the finished product, what differentiates a design object from an ordinary one is not just its beauty, but also its functionality, and the experience of using it.
From mood board to final design, our processes are involving, extensive, and quite rigorous. It starts with a brief or inspiration — a colour, something from nature, or an architectural reference — that defines the products and mood for the season. From there our sourcing team builds on the mood with fabrics (or materials) that nail the brief. “If our inspiration is, say, a waterfall, we give our design team options that keep in mind the drape and weight of the fabric”, explains Priyanain, an integral part of our sourcing team. With the fabrics picked out, we do lab dips — our partnering mills process swatches of colours we want to work with — that are eventually used to dye the entire bulk of fabric. Then come fit samples that we cut in-house, and finally the factory creates size sets to seal the deal.
Even though we have our process down pat, our three verticals — womenswear, house & home, and travel — have largely independent requirements, and while we get to work with plenty fabrics and materials, we’re partial to a few that feel particularly in-sync with our character.