With a passion for travelling & undying love for indian textile ‘इत्र’ kicked off without any blueprint in a small room on the roof, by Khyati Pande a fashion graduate from NIFT Mumbai, & Design graduate from NID Ahmedabad.
As a designer the focus is to create designs that exhibit the truest form of its origin and character, which helps to grow towards designing more rooted, sustainable products. The aim behind this movement is to promote, preserve and maximise the use of traditional handi crafts, and create a line of contemporary designs which are purely Hand-Made.
The brand believes in contrast, everyday essentials, and beauty that lies in minimalism. At ‘इत्र’ [itr] each design is crafted by carefully curating and juxtaposing textiles of different genre, to create a unique essence. The Garments are a blend of modern sensibilities, fused with traditional silhouettes and imbibes the principle of longevity and sustainability in terms of design and material practice. The idea is to create unbiased designs, which are not bound by trend, time, age, size or place, garments for a timeless wardrobe, that can be borrowed and shared within generations.