About Us
Srira was built around one straightforward idea, that women in India have been underserved by their own fashion industry for too long. Not in terms of options, there are plenty of those. In terms of clothes that are actually made well, priced honestly, and designed to be worn repeatedly rather than retired after two outings. We got tired of watching beautifully crafted Indian textiles get used as an afterthought on pieces that fell apart by the third wash, so we decided to do it differently.
“We are unreasonablyparticular about thedetails.”
Every piece we make goes through an embarrassing number of rounds before it reaches you. Fit, fabric, finish, we are particular to the point of being difficult about all three. We work with craftspeople who have been doing this longer than we have and we listen to them. If a technique is not right for a fabric, we change the technique. If a silhouette does not work across body types, we go back to the drawing board. The result is a smaller collection than most brands our size would be comfortable with. We are comfortable with it.
We do not do trends. Not because we are above them but because they are genuinely not useful to us or to you. What we are interested in is clothing that you reach for automatically, that travels well, that gets better acquainted with you over time. Pieces that do not demand a specific occasion to justify wearing them. If you have ever stood in front of a full wardrobe and felt like you had nothing to wear, you already understand exactly what we are trying to solve.
—Srira