Campus to Catwalk

In a world saturated with brands and products, the idea of starting your own brand can be both exhilarating and daunting. The fashion industry is both fast paced and unpredictable, and it is very tough to make a mark in this race. In this article, I have studied two stories of persevering entrepreneurship, the stories of two brands started by passionate designers.

Story 1: Srishti Jaiswal, AANVANG

The fashion industry is a realm where dreams can take tangible form, and designers are the architect of these dreams. The journey of a brand from scratch as it takes shape is a narrative woven with threads of passion, perseverance, and unyielding determination. One such narrative brings us to the story of Srishti Jaiswal, the founder of Aanvang.

I was first introduced to Srishti and her brand, Aanvang in February 2023, as a model for her latest collection, an opportunity that I am extremely grateful for. Reconnecting with Srishti, I had the chance to talk to her about her inspiring journey, shedding light on the challenges, triumphs, and the creative ethos that led to the birth of this unique brand. Srishti’s journey began with a deep-rooted passion for design that emerged at a young age. She fondly reminisces about her schoolgirl days, sketching in the corner of her notebooks, often to the chagrin of her teachers. This childhood fascination for aesthetics paved the way for what would become a lifelong passion.

Completing her degree in the International Institute of Fashion Design (INIFD) laid down the foundation for her work as a designer. Upon graduation, Srishti ventured into the industry, working as a production manager for major fashion houses across the country. Her passion to nurture the talent found in younger generations led her back to the doors of her alum, where she now works as a mentor and faculty.

After almost 6 years of working in the industry, in early 2019, Srishti realized she wanted to build something that was uniquely hers. Her experience and growth within the industry helped her realize the vast potential of her own creative artistry. The journey from dream to reality was gradual and steady, involving meticulous planning and a clear vision of her brand’s identity and core values. And so, the idea of Aanvang was born. Aanvang’s core philosophy lies in the intersection of choosing fashion consciously, while going back to our roots to embrace Indian crafts and textiles. Aanvang, derived from a Dutch word, meaning 'inception' or 'beginning', embarks on a journey to redefine smart fusion wear for a social wardrobe. While deeply inspired by tradition, the brand remains contemporary, appealing greatly to the millennial woman. Sustainability and Inclusivity emerged as the cornerstone of Aanvang’s mission.

 Launching Aanvang came with its share of challenges, especially as the COVID-19 pandemic struck. The fashion industry was among the hardest hit during the pandemic, with supply chain disruptions, retail closures, and shifts in consumer behavior. Launching a brand amid such chaos required Srishti to reevaluate her business model, and Aanvang’s launch was shelved for the time being. Adversity often sparks innovation and creativity, and the time at home allowed Srishti to cement her brand ideation.

 “The fashion industry has often been criticized for its impact on the environment. I wanted to create a brand that produced sustainable garments, while paying homage to the innumerable crafts in India that have existed in harmony with nature for centuries now.”

Srishti’s passion for her work is inarguable, as she talks earnestly about Aanvang’s tenets. In early 2022, Sristhi and her husband shifted from Delhi to Bangalore. The shift was pivotal for the brand, as sourcing sustainable materials and finding manufacturers who aligned with their ethical production standards proved to be another complex challenge. It required extensive research, networking, and perseverance. Having survived all of these hardships, Srishti emphasized the importance of a robust support system.

“My husband plays a vital role in my vision for Aanvang. While not on paper, he truly is the brand’s co-founder. He manages the website, outsourcing and marketing while I focus on the design and quality. We had decided to focus solely on using heritage fabrics, making that the unique selling point of the brand”

On February 11th 2023, Aanvang launched its first collection “Hunar”. The collection is centered around the use of ‘Ajrak’ or Ajrakh’ block printing.

 “We will always prioritize the type of fabric we use, and after extensive research, we decided on Mashru fabric as our signature,” Srishti explains.

Mashru fabric is made up of silk and cotton yarn, where silk is used as the vertical yarn and cotton as the horizontal yarn. In this manner, the exterior of all the garments are in gorgeous silk, while the insides are lined with cotton to maximize comfort, perfectly aligning with Aanvang’s contemporary smart fusion wardrobe. The brand remains committed to sustainability and ideating new and innovative methods to uphold this promise. Aanvang’s upcoming collection focuses largely on the use of Benarasi prints. Looking forward, she shared her aspirations for the brand, aiming to expand its presence nationally.

 “We’re planning to get our garments available for sale in Mumbai stores, the work is currently under progress.”

Srishti’s journey from a budding designer to the founder of Aanvang is a testament to the power of vision, values and dedication. Her steadfast commitment to making a change and discovering a unique identity for herself is truly inspiring. Her story serves as a beacon of hope for aspiring designers everywhere.

Story 2: Abhirami Rajesh, Aishwarya Menon and Nomitha R K, SAKHE

The fashion industry is a dynamic, ever-evolving empire that often seems reserved for the elite. However, for some ambitious students, the journey from being students to pioneering entrepreneurs is a thrilling odyssey of creativity and determination. One such captivating tale is of the trio of three strong independent women: Abhirami Rajesh, Aishwarya Menon and Nomitha R K, the co-founders who run the apparel brand, Sakhe.

Every designer’s crusade begins with inspiration, and our trio’s journey commences as students in one of the most prestigious fashion institutes in the country, National Institute of Fashion Technology, Bangalore. Hours spent poring over sketchbooks, experimenting with fabrics, stitching swatches after swatches, all serve as the foundation of their craft. NIFT provided them a comprehensive education, equipping them with a holistic understanding of the fashion industry. Abhirami, Aishwarya and Nomitha’s student years are marked by a voracious appetite for knowledge, as they embark on a journey of self discovery and creative expression.

Just like every other aspiring fashion design student, the girls were very keen on starting a label of their own. This is a pivotal moment marked by uncertainty, yet it's also a canvas for boundless creativity. For the trio, the COVID 19 pandemic came as a blessing in disguise. The lockdown served as the perfect opportunity for them to make all of their dreams come true. While quarantined at home, the trio decided to explore sustainability by upcycling fabrics. Thus, Śākhe came to life on July 19, 2020. The transition from a cocooned student to a brand owner is laden with challenges. The lockdown had stranded them with limited access to materials. However, they continued brainstorming on how to effectively use the available resources.   

 Pronounced as Sha-kay, which means branch in the regional dialect of Kannada, hopes to inspire the youth to embrace Indian handcrafted textiles in their own unique way and to make conscious decisions to help their wardrobes sustain in the long run.

“We were clear on who our primary target was- working women who keep up with western trends but still appreciate India's rich artisanal handicrafts and handlooms. Or young women who hold a soft spot for their mother’s and grandmother’s sarees, but prefer to proudly style them in their own way.”

A unique characteristic of the brand is their incredible zero waste policy. Any and all waste fabric generated is used to make tiny products like scrunchies, bookmarks, earphone pouches, and are given away as complimentary gifts with some of the orders. In the last few years, the three musketeers have managed to garner a loyal and supportive customer base, something that keeps them going even when times get tough.

Sakhe evolves into an emblem of style and innovation, embraced by fashion connoisseurs citywide. With an avid following on instagram and other social media, the trio’s leap of faith charts a course towards success. What began as a dream during their student years now thrives as a prominent fashion label with an inimitable identity.  

Campus to Catwalk

“Managing a small business while studying is difficult, especially if you’re a student of Fashion Design from NIFT. Despite this, we have always managed to get by somehow, and it’s partly thanks to the three musketeers and our loyal clients. The customers of Śākhe are nothing but the sweetest and most patient folks who have been super supportive since the beginning of our establishment. This is another reason why we buckle up and try to deliver our orders on time.”