Pernia Qureshi launches sustainable womenswear brand Gur

By

Isabelle Crossley

Published
Dec 19, 2019

Womenswear designer and entrepreneur Pernia Qureshi has launched a sustainable clothing brand Gur which uses only organic materials with fibres sourced from rose and hemp.

Qureshi’s new launch aims to be the start of a move towards sustainability for her fashion empire, the designer -- who also runs her eponymous womenswear brand -- announced on Facebook. Gur offers simple yet feminine sustainable garments in a range of cuts and colours.

“I always wanted for a very long time to move towards a more sustainable way of working with my brands and as you know it’s very difficult and expensive to put those measures into an existing business so, although that is my long term plan, for now we have started a label that is 100% organic and sustainable,” said Qureshi, in a recent video on Gur’s Facebook page.  

The brand uses only Global Organic Textile Standard fabrics and recently introduced a range of embroidered pieces with added detailing. Textiles are made “extracted from various sources of fibre,” including rose, banana, eucalyptus, aloe, and orange, according to the brand.

As well as being eco-friendly, organic cotton is “skin-friendly” and hypo-allogenic. The brand also has a no-plastic policy and so garments are free from any plastic details such as buttons and zippers. As well as garments, the brand has also begun to retail select accessories including handbags. 

“Design-wise we’ve kept it very chic and… timeless with beautiful dresses and blouses that you can wear in your daily life,” said Qureshi.

“In the winter we’ll have some layering and other pieces coming up as well but the idea is to have clothing which is easy to wear and something that feels good on your skin.”

The brand retails from Pernia Qureshi’s store in New Delhi’s Defence Colony.