Shinaraa: Weaving Elegance with Circular Fashion
Arnab Neogi, Co-Founder and Olivia Saha, Co-Founder and CEO
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 selfexpression. 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.
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.
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.
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 sciencebased 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.We want to drive a change from fast and seasonal to ethical and timeless fashion that extends circularity to manufacturers and consumers alike.
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.
