An idea, an obsession, and Fitoor
‘Fitoor’, a word that translates into obsession is the best way to describe the unparalleled ideals of quality and art. Taking on the moniker ‘Fitoor’, this brand is where old meets new, culture meets contemporary. In its short existence of two years, Fitoor has taken on an aim to create wearable contemporary designs for global India.
The art of creating
Implementing ethnic themes in modern designs, Fitoor’s usage of block printing is luxe and of fine quality. Their handcrafted designs bring out Indian art in clothing that is constructed with western cuts. Fitoor makes use of pure fabrics embellished with ethnic motifs. The indo-western designs that are made using only the finest of fabrics undergo various levels of production: from dyeing, crafting to tailoring – each piece is unique and revolves around block prints. Fitoor implements ancient blocking techniques like ‘rekh’, which is the art of outlining through carved wood. Using ‘rekh’ to design contemporary cuts, Fitoor’s garments are luxurious with underlying ethnic themes that are meant to be comfortable and exude style: whether it’s a mini skirt or a ballroom dress. Fitoor’s collection extends on to a line of contemporary accessories which include bags and footwear. Maintaining the same aesthetic and design philosophy for their dabbling in menswear, the collection consists of jackets, bandis and pocket squares.
The obsession and its inception
Created by two friends Anushree and Shradha, the mere concept was born over an exchange of ideas over coffee. Anushree’s Bachelors in Fashion and Shradha’s keen interest in fashion since childhood laid the groundwork for Fitoor. Their friendship plays a key role in the way business is conducted: their similar likes and dislikes creating an air of mutual understanding that leaves no room for contradictions. Speaking of their future plans for Fitoor, co-founder Shradha expressed that they would also like to start their own store in the long run, and also hinted at possible collaborations with different brands.