siliconindia| |SEPTEMBER 202419ShinaraaWeaving Elegance with Circular Fashion2024si2020 MOST PROMISING COMPANIES FOUNDED ORMANAGED BY INDIANS IN APACReimagining conscious fashion from sketch to soul, Shinaraa stands out as a brand that offers a distinctive combination of sustainability and high-end clothing. On a mission to create an ethical, online brand that cares for the planet and helps consumers make ecologically safe choices, it crafts timeless and elegant women's wear for every occasion. The brand's technology-driven operations also enable the co-creation of market strategies with industry experts who use their extensive industry research to tailor region-appropriate collections. Comprising garment styles like tops, bottoms, jumpsuits and outwear jackets, Shinaraa delivers chic longevity.Rooted in a blend of two Sanskrit words, sringara and shakti, which mean beauty and power, Shinaraa focuses on making consumers feel confident. Synonymously, the company redefines fashion by eradicating the idea of `one size fits all' and replacing it with customized self-expression. It extends this sense of empowerment to partner manufacturers, helping them transition from carbon-intensive fast fashion to a more sustainable slow and versatile product range."We want to drive a change from fast and seasonal to ethical and timeless fashion that extends circularity to manufacturers and consumers alike," says Olivia Saha, co-founder and CEO of Shinaraa.The slow fashion market is witnessing a booming demand as modern consumers prioritize comfort over luxury, digital brand reach and ethical production. These trends are impacting the sophisticated heritage held by premium fashion houses. Deviating from this legacy, some luxury brands outsource production to curb manufacturing costs. This reliance on external parties brings with it supply chain and quality disruptions while making it easier for imitator brands to create convincing counterfeit versions--real-fakes--of the original. Shinaraa bridges this gap by ethically weaving comfortable luxury on a strictly supervised supply chain. At the same time, it limits product distribution to exclusive online and offline channels, driving a shift toward mindful shopping where consumers are educated to make conscious purchasing decisions."Our production relies on sourcing authentic fabrics and natural dyes from India to create classic pieces and drive conscious consumerism," says Arnab Neogi, Co-founder.The Shinaraa supply chain avoids resource wastage through innovative initiatives across the collection of raw materials, marketing and usability. One of these is the Track-Your-Wear label on each garment, which motivates consumers to record their frequency of wear and acknowledge the diligent efforts put into its environmentally-conscious production process.Leaving a lasting impression on consumers, Shinaraa performs multi-leveled iterations, where products undergo a series of online public surveys and group discussions. The feedback received through these initiatives is pivotal in helping the brand remain aligned with the evolving fashion preferences to ensure high acceptance of its products. Strengthening accountability with care, Shinaraa fosters demand-driven production of customer-centric designs to reduce waste and maximize product usability. Its circular fashion approach is implemented through a globally diverse team comprising procurement and sourcing experts, designers and advisors. Through their collective efforts, Shinaraa aims to imprint its brand on the customer psyche, establishing quick recall and enhancing loyalty. For instance, Shinaraa debuted its new Tension Relief collection at Hong Kong's Runway Heatwave 2024 event, powerfully embodying humanity's inherent strength and its ability to release ongoing tension and fuel life. Curated with a science-based theme, the clothing line is made from wood fiber, satin, linen, hemp and pure organic cotton dipped in indigo or madder root dyes. Using natural elements prolongs environmental safety, staying in line with Shinaraa's long-term commitment to circular fashion. Through its closed-loop methodology, Shinaraa is debunking the myth of luxury trumping comfort to mindfully bring slow fashion to the fore. Enforcing these ideas, the company continues to educate customers on sustainable use and support like-minded manufacturers seeking to build boutique production competencies.Powered by these competencies, Shinaraa designs and produces garments that touch the soul and become heritage pieces worthy of being passed down through the generations. Olivia Saha, Co-Founder and CEOArnab Neogi, Co-FounderEthically weaving comfortable luxury
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