A designer, entrepreneur & educator, Gitika Goyal has always been an ardent advocate of Minimalism. A Minimalist philosophy champions the idea that less is more, with the logic behind being whatever you own is essential for your needs and holds great value. This has been reflecting ever since 1998, through two premiere sustainable fashion, and home décor brands retailed through concept stores spread across UK & Europe and online stores in the US. After achieving a natural spurt of success abroad, Gitika is now on a mission to introduce the concept of circular fashion to Indian consumers through her more recent foray into the domestic online segment – GRASS by Gitika Goyal.

In a recently held interaction with the WE Magazine, Gitika Goyal took us through some of the ideas and philosophies that inspire the alternative, minimal designs at Grass and how she is incorporating her brand of slow circular fashion into the Indian fashion scene.

Excerpts from the interview:

Please Give Us An Overview Of The Unique Ideas And Features Your Brand Grass By Gitika Goyal Brings To The Table.

GRASS by Gitika Goyal is a Circular and Slow fashion brand.

Practicing Circularity means that we ensure that our clothes last very long, and we dispose them after they “die” in a responsible way, so that they do not negatively impact the environment. We do this by firstly producing good quality garments in an ethical way and then we offer services of repair, re-dyeing and exchanges between customers to definitely ensure the longest life. We also recycle whatever little waste we have and hold minimal inventory so that we don’t end up with dead stock.

Being a Slow fashion brand means that we design our clothes not dictated by western trends, instead we take inspiration and influences from other cultures and all kinds of things around us, creating clothes that feel fashionable over a long time. I believe that clothes are the easiest way to lift our spirits and we do so through our colors, cuts and details – free spirited is what we make.

Could You Please Take Me Through The Overall Journey That Led To The Foundation Of Your More Recent Brand – Grass By Gitika Goyal.

I started the company in 1998 with a brand named Gitika Goyal. Those were very early days in Indian fashion, and I didn't want to make very heavily embroidered trousseau, I always had a minimalist leaning. So, I followed my heart and created a collection and all quite serendipitously, I got very good breaks in London. Through word of mouth and recommendations, my business grew into mainland Europe as well and I sold in some of the best concept stores in Paris, Brussels, London, Madrid and so on. In 2011, I forayed into the US market with Gitika Goyal Home - a similar home furnishings brand.

Both These Brands Were High Premium, Niche, Cutting Edge In Design And Sustainable.

I came to a point where I felt kind of guilty making things that were expensive (albeit justifiably so). And I wanted to offer my products and bring circularity in India as well. So, it’s from this that in 2017, GRASS by Gitika Goyal was born. Affordable clothes, good designs, sustainable and inclusive in every way.

Please Tell Us About Unique Line Of Products Offered At Grass By Gitika Goyal

We essentially produce non-trend driven clothing with influences of all sorts.

We are inclusive, and by inclusivity, I mean we have something for everyone. Our clothes are bought by people of all ages (25-65), all body types, all sorts of socio-cultural backgrounds – artists, Bollywood fraternity, bankers, IT professionals, home makers, students, everyone. It’s a wide range from fitted sexy halters to office shirts, to lose, very relaxed kaftans, dresses, shirts, tops etc. Our pants I believe are unique and are our best sellers. We do not want our clothes to be bought and then end up only in cupboards, not worn by customers, so we undertake customizations to ensure that the fit accommodates the uniqueness of our bodies. Our color palette is loved by our customers. We use only soft natural fibers and no polyester and synthetic materials at all.

It’s a blend of good designs and good quality at an affordable price.

How Big Do You Think The Current Market Is For Alternative, As Well As Sustainable Brands Such As Yours? What Opportunities Do You Foresee In The Market?

I think sustainability is something a lot of brands are claiming to be now. However, to what extent they really are sustainable is something to be examined. Customers are becoming conscious. I have customers who now call me and say that they have given away some clothes so now they can buy the same number of new clothes. They want clothes that will last – both in quality and in design so they want to buy from brands which are alternative and sustainable. People are definitely becoming more conscious of waste, of conserving, of taking care of the environment. However much more education and awareness need to be generated in India. I am honored to have been inducted on the board of an international union on sustainability in fashion. This purpose is what I’m going to be committed to for the rest of my life now.