Published
Dec 19, 2018
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New e-commerce site 400 Things offers curated Indian design

Published
Dec 19, 2018

400 Things has just launched as a monthly curated fashion and lifestyle e-commerce site that aims to create visual narratives with Indian design.

400 Things offers monthly curated selections of clothing and accessories - 400 Things- Facebook


The idea behind the new 400 Things e-commerce store is to offer a monthly curated selection of the best of Indian design. Shoppers will be told a visual story using the products and each “collection” will have a theme. For example, the site’s current collection is based on the theme “Marshmallows” and has a youthful outlook.

The site retails clothing, homeware, art, and accessories and current featured products include Napa Dori bags and travel cases, Bodice and Birdwalk clothing, Oceedee shoes, Nomada handbags, and Safomasi scarves. Product categories also include skincare, gifting, and jewellery among others.

The site also focuses on sustainable brands as well as small-scale artisans and up-and-coming designers. The idea of a curated site that features only selected products matching the monthly theme, is designed to save customers’ time shopping as only the “best” pieces are selected. The idea is also to reduce clutter and promote conscious consumerism. Moreover, over 80 percent of the site’s featured designers are female.

“The best of Indian design is functional, creative and relevant to a modern consumer living anywhere in the world,” the site’s founder Divya Hegde told Elle India. “This is a golden time for design in India. Designers are combining modern design with Indian crafts in very interesting ways. We want to revolutionise the perception of Indian design globally.”

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