Innovative Fashion Brand Case Studies

The Summer House

Reimagining Indian Craft with Global Minimalism

97% of garments made from natural or recycled fibers
Built direct partnerships with 17+ artisan clusters
Pioneered use of ECONYL (regenerated ocean-waste nylon) in India
Operates as an online-first, D2C sustainable brand
Combines storytelling, minimalism, and heritage for loyal customer base

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Urban Suburban

Slow Fashion, Bold Stories—Built from Surplus

Founded by three sisters using surplus fabrics to reduce landfill waste
Adopted made-to-order model to eliminate inventory and minimize waste
Specialized in occasion wear and launched ‘Urban Suburban Luxe’
Instagram-first growth strategy with strong storytelling
Transparent sourcing and adaptive, fabric-first design model

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Sabyasachi

India’s First Global Luxury House Rooted in Craft

Grew from ?20,000 startup to ?780 Cr valuation with ABFRL partnership
Redefined Indian luxury by blending heritage with global design
Selective scarcity strategy created high demand and exclusivity
Created immersive retail experiences as storytelling platforms
Collaborated with brands like H&M, Louboutin, and Pottery Barn

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The White Tree Studio

Elegance, Artisanship, and a Greener Tomorrow

Founded by a mother-daughter duo in Nagpur
Committed to ethical, handcrafted apparel using organic materials
Pivoted during COVID to launch bestselling embroidered masks
Earned global recognition via Etsy with 900+ international orders
Collaborated with Prabal Gurung for international reach

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The Pink Moon

Fashion That Celebrates Every Body

Focused exclusively on plus-size women with thoughtful design
Custom measurement system based on 150+ Indian women
719% revenue growth and 8x ROI
Community-led brand using WhatsApp groups and personal consultations
Lean inventory model with repurposed fabrics and sustainable practices

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Raw Mango

Tradition Reimagined, Weaves Redefined

Revived Chanderi handloom and increased loom strength across India
Introduced bold color palettes and contemporary motifs in saris
Collaborative creation process with 400+ weavers
Created experiential retail and visually disruptive campaigns
Maintained slow, controlled luxury growth rooted in cultural storytelling

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Qua Clothing

Power Dressing for India’s Working Women

Bridged the gap in India’s workwear market with quality and elegance
Sourced premium fabrics from Turkey for tailored comfort
Pivoted post-COVID to hybrid casual-work fashion
Focused on D2C digital-first strategy with influencer-led campaigns
Achieved 400% revenue growth and set ?400 Cr revenue goal

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I Was Sari

From Pre-Loved to Empowered

Upcycled over 2 million sq. meters of used saris
Empowered 800+ underprivileged women artisans in Dharavi
Partnered with Gucci to upskill artisans in luxury embroidery
Operates with a zero-waste philosophy and circular production model
Global D2C brand with a powerful “I was... now I am” transformation story

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No Nasties

India’s First Planet-Positive Fashion Brand

100% organic, vegan, and Fairtrade certified since 2011
Offsets 300% of its carbon footprint and plants 3 trees per sale
Transparent supply chain with farmer-first approach
Educational-first marketing to fight greenwashing
Helped mentor 100+ sustainable fashion startups in India

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House of Indya

Where Tradition Meets Trend

Blended modern silhouettes with ethnic wear for young Indian women
Built omnichannel presence in 200+ countries with 12 physical stores
Tiered pricing model catering to festive and premium markets
Data-driven product development with in-house feedback loops
Recovered post-COVID through fast pivot and emergency funding

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House of Chikankari

Crafting Heritage for a New Generation

ounded during the 2020 lockdown by a mother-daughter duo to empower Chikankari artisans
Built a network of 10,000+ artisans and eliminated middlemen through direct collaboration
Scaled to ?20 Cr revenue with 600% YoY growth and Shark Tank India funding
Embraced a digital-first, content-driven eCommerce model with 85% D2C revenue
Expanded beyond Chikankari into Kashmiri embroidery, menswear, and plus-size lines

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Doodlage

Wear Your Waste, Change the World

Pioneered zero-waste, upcycled fashion from post-consumer and production scraps
Recycles up to 600 kg of textile waste monthly through a circular production model
Converts fabric waste into apparel, homeware, stationery, and packaging
Built credibility through Lakmé Fashion Week, UN India, and BBC features
Runs “REFASH” program for custom upcycling and community sustainability education

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Case Studies From Other Brands