Tilohri expands size-inclusive offering
Nidhi Arora and Neharika Sethi’s women’s ready-to-wear brand Tilohri is expanding its size-inclusive offering to reach new demographics and expanding its artisan base to promote traditional crafts.
By offering a full size-inclusive range, wider than most ready-to-wear brands in India, Tilohri is working on bringing size-inclusivity to the masses. The brand has recently expanded into maternity and nursing wear, finding that its loose-fit clothing can be easily converted for these purposes, the brand announced on Facebook.
The brand is also expanding its network of partner artisans around the country who use traditional techniques including Madhubani, Ajrakh, Dabu, handloom, Bhujodi, Kalamkari, Phool Patti, Pichwai, appliqué, and natural dyes to create the brand’s clothing. The brand aims to promote traditional crafts and bring them to a wider customer base by adapting them into more Western-style silhouettes.
“We believe Indian customers do not need to go to the international brands for trendy and comfortable clothes,” Neharika Sethi told Outlook India. “Tilohri combines the best of the Eastern and Western fashion worlds to offer our customers some exclusive pieces. Moreover, Tilohri is an All Size Store uplifting a sustainable lifestyle where we prioritise the customers’ comfort above anything else. In fact, some of our clients with extremely sensitive skin prefer Tilohri clothes above anything else because of the comfort our clothes provide.”
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