Emerging from a profound respect for traditional craft and a dedication to sustainability, the company has carved a unique niche for itself in the fashion industry. The founders, driven by their passion for artisanal craftsmanship, have taken it upon themselves to incorporate this often-overlooked aspect into their clothing line. They are relentless in their pursuit of improvement, constantly experimenting and learning not only to enhance the quality of their garments, but also to support and uplift their artisan partners in India. Their aim is not just to create and sell clothing, but to foster a community of sustainable artisans who are recognized and valued for their skills and dedication. Their commitment to the environment and sustainability is clearly evident in their choice of materials and production processes. They exclusively use organic cotton, a choice driven by their concern for the harmful impact of conventional cotton farming. Their organic cotton is GOTS certified, and the benefits of this choice extend to lower energy demand, reduced water usage, zero pesticides, and a significantly smaller carbon footprint. Their innovative use of fermented indigo and other natural dyes, a process that saves water and uses natural ingredients, further underscores their dedication to sustainability. The company's commitment to fair trade is just as staunch. They pledge to never bargain on the price, recognizing that this would undercut the earnings of the hardworking artisans they employ. Furthermore, they only collaborate with small to medium-sized companies, often family-run, who share their values of worker well-being and environmental consciousness. As they continue to grow, they remain unwavering in their commitment to continual improvement, sustainability, and fairness, promising transparency about their efforts and rejecting any form of greenwashing.