They say that ‘The journey is more important than the destination’. The label that started in a small basement, Purvi Doshi’s journey has led her to sustainability and cruelty free fashion. It has paved the way for a harmonious co-existence between fashion and nature.

Her strong feeling that “sustainability is not a trend, it’s a belief” has truly influenced her brand identity.

What started as a regular fashion label has been transformed to sustainable, eco-friendly, artisan-empowering, cruelty free and now becoming zero-waste force in fashion.