Ito India

Essentially, a clothing brand that aims at linking sustainable practices with traditional weaving and dyeing techniques, to make everyday essentials that prioritise comfort over style and timeless over trendy with a certain sophisticated beauty. The collective skills of artisans and weavers from across the country combined with those of the karigars working out of the studio, together create meticulously crafted garments that become wardrobe favourites. As a design philosophy, Ito believes in a minimalist approach towards designing thoughtful silhouettes that not only keep the wearer at ease with everyday movement but also uplift their personality. A penchant for conscious lifestyles, natural homes, for living in a small town in slower days and for gracefully performing everyday chores, all with a loved one, leave a noticeable mark on the aesthetics of the brand.