Our Story

This brand didn’t begin in a studio.
It began in a classroom at IIM Ahmedabad in 2014, with a question : Can luxury be exquisite without causing harm?

For decades, conventional luxury asked us to choose: animal leather at the cost of life, or synthetics at the cost of the planet. We chose neither. We chose to reimagine.

But reimagining was not a single spark—it was a long, slow, uncharted journey — years of  research, trial, and perseverance to find the right materials, makers, and designers who align with our vision. 

When I first began, the landscape of alternatives was sparse. The upcoming bio-based materials carried a heavy percentage of petroleum-based plastics, not unlike the synthetics we were trying to leave behind. Slowly, scientists began to push boundaries, creating true plant-based innovations. While initially access was reserved only for the biggest fashion houses, in time, these materials began to trickle down to the hands of entrepreneurs who could give them a future beyond PR.

Convincing craftsmen was its own battle. For many, leather was tradition, a material bound to legacy, craft and pride. I was turned away by craftsmen across several continents. Others agreed reluctantly, only to abandon the work midway. A few tried—turning over sheets of plant-based leathers, testing their unfamiliar weight in their hands, silently asking, “Why pursue these materials when business is about profit?” 

But then, at last, I found allies—a handful of craftsmen and a woman-led factory who chose patience over doubt. For over two years, they worked beside me, testing stitch by stitch, fold by fold, discovering how each new material carried its own rhythm—how it preferred to drape, how it held structure and how it wanted to be shaped. And so, the real journey of making began. 

Then came the prototypes. After several iterations with a couple of factories, there was a moment I’ll never forget: holding our first successful prototype, supple and strong, stitched from plant based leather that bent and draped like a luxury bag should. For the first time, I wasn’t just imagining a new kind of luxury—I was holding it in my hands.

That first prototype was the beginning of something larger than a bag. It marked the birth of a new kind of luxury—one woven with respect, not cruelty; whispered in intention, not excess. Created for those who choose with intention, together we are rewriting what fashion stands for.

Choose Consciously,
 Tushita