This post was originally published on our partner website India.com.
Arshiya Kherani is passionate about many things. Her Master of Public Administration in finance with a focus on social entrepreneurship from NYU Wagner proves her love for the subject. Her five-year career in real estate and affordable housing proves her dedication in the field. Her new clothing line, Sukoon, which uniquely includes hijabs, scarves, and shirts, places her in a whole new arena, one she is very excited about, especially because of how personal this activewear line is.
She started Sukoon in April 2015 after she ran her first half marathon.
“I am very active and I’ve been wearing hijab for a number of years,” she said, “but have always struggled with finding workout wear with the right amount of coverage – more specifically, hijabs that would stay in place and wouldn’t get drenched with sweat during a workout.”
For her, training before that half marathon proved particularly difficult because she was wearing bandanas and beanies instead of high-quality activewear hijabs.
“A friend of mine suggested I try making my own, and that’s how Sukoon came about. I realized that many other women probably faced the same problems that I did,” she said.
“The name ‘sukoon’ has roots in Urdu, Hindi, and Arabic meaning peace, tranquility or calm – and it has always been a word that I have identified with strongly,” she said.
Therefore, this name perfectly fits the message she wants to promote her line — it is a source of comfort.
Kherani does not consider Sukoon as just any other activewear line, she believes it is “a movement representing a generation of women creating solutions that move beyond the options that are presented to them.” Having grown up as a Muslim woman in America, like so many others, she had to find creative ways to supplement the hijab in her wardrobe. She did that for seven years before finding her voice around the issue of inclusive fashion.
“But it wasn’t until my scarf literally fell off during a race that I realized the enormity of this issue,” she said. “There are countless demographics excluded by fashion trends, but just the American-Muslim market is valued at $170 billion. I think it’s time for us to be a part of the broader conversation around market trends, and I think the best way to do that is to design creative solutions to our own problems.”
Sukoon’s signature collection includes the classic hijab — an athletic, fully-adjustable one made of merino wool with a mesh outer layer, the up-do hijab — similar to the classic but with a unique velcro base at the hairline, which is perfect for intense workouts, the classic tee — a lightweight merino wool and mesh panels that are strategically placed under the arms, at the sides of the shirt and center of the back, allowing for additional ventilation in sweaty areas. The collection also includes a signature bag.
“We’ve researched everything from headbands to snapbacks to inspire our hijab designs, and of course, we keep a close eye on Muslim bloggers for tips and tricks on scarf-wrapping techniques,” she said.
Kherani said she prefers to wear hers in tie-back style, but she knows others might not.
“We wanted to bring both sets of options to the market so that women could choose which better suits their needs and preferences,” she went on to say.
They plan to introduce pants, leggings, accessories and swimwear as the company grows.
The first time she went for a run wearing its prototype, she said she had tears of joy, literally.
“We had been working on Sukoon for six months at that point, and I had tried SO MANY failed prototypes before then,” she said. “I don’t think I’ll ever forget that run. It was the middle of January and freezing cold, but I have never felt so inspired. It stayed on beautifully and I didn’t have to adjust it even once. I kept touching it to make sure it was still there because it was so comfortable that I couldn’t even feel it.”
And that’s when she knew she was onto something special. Each time she felt like giving up on the idea of her startup, she thought of the quality of her workouts and how much they had improved as she started wearing the prototypes. She wanted all her customers to feel the same way.
In order to promote and grow her business, Kherani has taken Sukoon to Kickstarter, the world’s largest funding platform for creative projects.
“Why not?” she asked herself because it is the perfect platform to introduce groundbreaking startups. “We were chosen as a Kickstarter “Project We Love” because we met half our funding goal in under three days,” she said. “We met our initial funding goal of $10,000 on Day 9 of the campaign. We are about halfway through our 30-day campaign, but we are excited to keep gaining traction for the project!”
Till date, the project has 257 backers and has raised more than $17,000.
Most importantly, she said she wants her brand to be a champion at inclusive fashion. She went on to say, this conversation goes beyond women who cover their hair; it extends to any and all women across different faiths and cultural backgrounds who are looking for modest options in the market.
Maybe this is what makes Sukoon stands out in the competitive market. It is a company created for women, by women. Well, that and the importance of ease, comfort, and wearability, which are not very common in activewear. Most existing brands make their hijabs out of poly-spandex or nylon blends, which are common and effective fabrics for workout wear, but not optimal for activewear hijabs because they man-made materials and do not absorb moisture well. That means that they can trap heat which can restrict airflow and lead to headaches and/or premature heat-exhaustion.
“A key element of our approach has been to focus on creating a range of hijabs that allow for easy micro-adjustments on the fly, with natural fabrics like merino wool that prioritize airflow and prevent overheating whether you’re using them in a cold or warm-weather workout,” Kherani said. “The high quality and breathability of these fabrics translate to our shirts design as well.”
She believes starting a business has been the hardest thing she has ever done — and it hasn’t really started yet.
“Every once in awhile people will say things like ‘it’s not personal, it’s business’ – but over the past year, I’ve come to believe the exact opposite. Our team has poured every ounce of creative energy and intellect into building Sukoon; everything from the design of our products to an update to our Kickstarter backers is in some way a reflection of who we are,” she said. “I think maybe the hardest part has been to put everything I have into the brand and leave it open to the world for discussion. Not everyone is going to like it, and that’s where as personal as it is, we can’t take it personally. I feel vulnerable but also excited and curious to be a part of the conversations that will come out of our venture and shape us as a generation.”
Saloni Gajjar is a recent alum of NYU’s Magazine Writing Program. Her passion lies in pop culture writing, as is evident in her work with magazines like Marie Claire, Interview, and Complex. Her goal is to show the arts as a medium and mirror of the society, much beyond just entertainment.
April 1, 2023April 1, 2023 3min readBy Shezda Afrin
While growing up, the only complaint I had when wearing desi clothes was that the embroidery on the fabric would always end up scratching my skin. As beautiful and intricate the details were, putting on an embellished blouse meant wearing an inner or a comfortable t-shirt underneath. Fortunately now, many South Asian brands are changing the game; focusing not only on the quality and intricacy of the embroidery, but also on comfort and wearability of the blouse itself. One such small business is Khushey.
Khushey is a one-stop shop for “buttery soft” performance blouses that don’t compromise on comfort for fashion and pair just as well with any of your mom’s saris as they do with your newest lehenga. In an interview withBrown Girl Magazine, founder Neha Seelam talks more about what inspired her to launch Khushey and what the brand has to offer.
Why did you want to start a brand that specializes in South Asian/Indo-Western blouses specifically?
I wanted to specialize in blouses because blouses are really the only part of Indo-Western clothing that I found a specific ‘problem’ with — one I thought I could solve. I absolutely love everything else about our clothing — with the variety of patterns/styles/cuts available, I feel that you can easily find the perfect piece out there.
But the part of South Asian clothing that my friends and I found to be a perpetual challenge was the blouse. They’re usually gorgeous, but by the end of the day you can’t wait to take them off. Also, it’s so hard to find a fit that looks seamless and beautiful — usually the chest, underarm or sleeve just wouldn’t fit the way you want it to with the heavy material and traditional tailoring.
I wanted to start off with basic colors but in shiny/formal-looking material that I could mix and match with all the different colors and styles of South Asian clothes that I already have in my wardrobe. The goal is that the blouses can be used multiple times with different outfits, are ideal for long nights of partying, and feel great against the skin.
What’s the story behind the brand’s name, Khushey?
The English word “cushy,” which means comfortable, actually originates from the Hindi word ‘khushi’ (happiness). I thought that the origin story was very sweet and resonated with the idea of comfort and happiness I had for my label. That’s how I chose the word Khushey — slightly adjusting the spelling so I could snag the right URL!
What is your number one priority when it comes to your blouses?
Formal wear that’s actually comfortable! I would love for women to be in the moment at their celebrations, and not feel constrained, itchy, or uncomfortable in their blouse.
South Asian women! Customers, from recent graduates all the way to stylish moms, have loved the product — especially moms since they typically value comfort and movability if they have to chase down kids at events!
How do you think Khushey allows South Asian women to embrace their love for South Asian fashion?
Over the last decade, I’ve seen women repurposing crop tops from Zara and H&M as sari blouses, and while I think that’s awesome and creative, I wanted to create an option for South Asian women where every detail was oriented around recreating the perfect sari/lehenga blouse. The shine is intended to be appropriate for formal wear, the cuts were inspired by some of my favorite blouses from when I was younger that wouldn’t have bra straps showing from underneath and were versatile for saris or lehengas, and the embroidery is intended to add a desi flair.
You’ve mentioned sustainability on your website. How are your blouses sustainable?
I plan to donate five percent of profits every year to a sustainable organization. Once I get enough interest from the public, I would like to fund new product lines that use eco-friendly materials that were prohibitively expensive for me to launch with. But I am eager to incorporate recycled spandex/nylon and metal into my pieces once I can afford to!
What sort of designs do you plan on incorporating into your label in the future?
I’ve thought of so many designs that I can build on. Starting with colors; I’d like to have all of the major colors available in my basic sleeveless blouse and then create a more modest version of that blouse with a variety of basic colors as well.
I’d also love to expand the patterns and embroidery options on the blouses. I hope to create seasonal collections that enable me to tap into the vast array of style/color inspirations that South Asian wear includes.
Khushey promises to offer comfort and style, all packaged into one performance blouse that you can reuse with a variety of desi outfits. Like Neha said, ditch your Zara crop top for a design that actually complements your desi look. Make sure to keep your eyes out for her latest designs!
January 27, 2023February 1, 2023 2min readBy Sandeep Panesar
The results are in — the Pantone Color for 2023 is here — and it looks like Viva Magenta will be ruling runways, the streets, and (even) your wardrobes.
Viva Magenta is a deep shade of red, and Pantone describes it:
Brave and fearless.
It’s meant to be celebratory, and joyous, and encourage experimentation. If you were thinking of toning it down a notch with your wardrobe in 2023, it’s time to think again. It can really be your time to shine in something bright and colorful!
Aprajit Toor, Arpita Mehta, and Rahul Khanna break it down for you — what to wear, how to pair, and everything in between. Their takes on the Pantone Color for 2023 are simple but they’ll help you make a bold statement anywhere you go!
Take a look at what they have to say.
Rahul Khanna of Rohit Gandhi + Rahul Khanna:
Viva Magenta is a color that suits all skin tones. It’s a color for all occasions; women and men can both wear this color with [the] right styling. Cocktail saris, jumpsuits, and reception gowns are some great options for women whereas, for men, the color has started picking up a lot lately. Men have started experimenting with their looks and we as designers have more options for men as well. Recently, we made a custom-made silk velvet fit for Ranveer Singh in the same color. Apart from your everyday clothing, Viva Magenta is also going to be the ruling shade for the upcoming wedding season.
The best way to do Viva Magenta in your everyday wardrobe is to go top to bottom in [it]. Be it in co-ord sets or a kaftan or any comfortable outfit. It’s such a bold & beautiful color that it looks the best when it’s self on self rather than teaming it up or breaking it with another color.
Aprajita Toor:
Viva Magenta is a very powerful and empowering color that descends from the red family. It is an animated red that encourages experimentation and self-expression without restraint; an electrifying shade [that] challenges boundaries. One can easily incorporate this color by picking a statement footwear, bag, or jewelry in Viva Magenta which can be paired with neutral or monotone colored outfits.
And there you have it — three ways you can easily take a vibrant hue and turn it into something you can wear every day. Take cues from these top designers on how to wear the Pantone Color of the year and get started! We’d love to see how you style Viva Magenta!
When she was young, Preeti Gore, the founder of the clothing brand Tilted Lotus, always looked up to her dad’s “natural sketching” talent. His motivation led her to explore her creative side, whether it was experimenting with art or taking up sitar lessons. Regardless of that fact, she pursued a career in science and became a Physical therapist, following her gut instinct.
Stepping into the world of fashion, alongside being a PT, Gore talks to Brown Girl Magazine about her brand Tilted Lotus in depth.
Why “Tilted Lotus?” What is the significance of the name?
‘Lotus’ symbolizes the national flower of India, my birthplace and the land that has shaped me into the person I am today. It represents the roots from which I originate. On the other hand, ‘Tilted’ signifies the distinctive identity I developed while living in Western countries. With my experiences spanning four different nations — India, the UK, Canada, and the US — I’ve had the privilege of embracing the unique qualities of each culture. This odyssey has enriched my life tremendously, and Tilted Lotus is how I offer this special part of me to a diverse American market.
How did the transition to the world of textiles and design occur?
Despite never being pressured by my parents, I convinced myself that pursuing a career in science was the ‘right’ path, and thus became a physical therapist. My first job in the US was at Houston Methodist Hospital, located in the prestigious Texas Medical Center. Driven by my passion to help others, I am dedicated to this profession and have no intention of quitting. Relocating to the UK, and Canada, and eventually settling in the US presented numerous challenges, and every time I felt shattered, defeated, or alone, I somehow found the strength to push forward. My parents, despite limited resources, supported my dreams wholeheartedly, encouraging independence and the pursuit of my passions. My husband — who I affectionately call my “Sheldon” (a nod to The Big Bang Theory) — played a pivotal role in persuading me to embrace my creative instincts. I am grateful to have him as both a strong supporter and a staunch feminist.
Two years ago, I took the first step toward launching Tilted Lotus. I enrolled in the entrepreneurship program at The Wharton School and pursued a course on starting a fashion line. I was focused on finding the right supply chain and developing a solid business strategy, but the real test came when I had to work tirelessly in the ICU during the COVID wave, back-to-back nights and days, all at the same time. Through ups and downs, failures, and victories, I finally launched Tilted Lotus in December 2022.
India to the UK…then now to the US! Did the need to stay rooted in your culture strengthen? If so, how did that help you envision Tilted Lotus?
From my childhood days, I’ve held onto my personal values like a compass guiding my way. During my experiences living in different countries, I noticed [I was] slowly losing myself, losing what truly makes me, me. But my love for my culture grew stronger, and I found ways to preserve it. As I wore clothing that reflected my identity and initiated conversations about culture and heritage, I discovered that these markers not only distinguish us but also bring us closer together. People are often eager to learn and experience different cultures, which inspired me to create Tilted Lotus, offering a glimpse of me to others.
How do you aim to combine South Asian elements with contemporary designs?
The design process for creating an outfit involves a multitude of elements. Our primary objective is to take a traditional Indian art form, put a Tilted Lotus twist on it, and incorporate it into contemporary, everyday silhouettes that are both adaptable and effortless to wear. Our latest collection, Jungle Glam, embodies this unique concept flawlessly.
Who is your target audience? And, how do your pieces help express themselves?
We cater to a diverse and inclusive audience, embracing individuals of all ages, genders, races, and ethnicities. While our current selection includes unisex options, our plans involve expanding more into the realm of unisex clothing. Our aim is for our garments to transcend traditional gender norms, welcoming everyone into our fashion community, regardless of their background.
Our target demographic consists of individuals who revel in dressing eclectically, and fearlessly expressing their unique selves. Our garments become a canvas for personal stories, silently representing who they are. They complement individual styles and can be effortlessly combined with other pieces, adding a touch of boldness and confidence.
One adjective to describe your clothing line:
Expressive.
How do you want people to feel when wearing your clothes?
Our ultimate goal is for them to exude confidence, radiate happiness, and proudly embrace their true selves when they don our clothing. We want them to feel empowered, ready to conquer the world, and unapologetically display their unique style and individuality.
You mention one of your brand values is compassion. Can you tell us a little about your vision to help your non-profit partner: Three Little Pitties Rescue?
We take great pride in being a strong corporate sponsor for the Three Little Pitties Rescue, an extraordinary non-profit 501c3 organization that goes above and beyond to rescue dogs and cats in dire situations, primarily in the Houston, Texas area. Their unwavering dedication has resulted in the rescue and salvation of over 11,000 animals in recent years, and we are honored to contribute to their cause.
As avid animal lovers, our affiliation with Three Little Pitties Rescue began long before the inception of Tilted Lotus. We have closely collaborated with them, witnessing firsthand their remarkable achievements and tremendous growth over the past few years. Their progress has been fuelled by sheer honesty, selflessness, and unrelenting hard work.
One thing that sets Three Little Pitties Rescue apart is their absolute commitment to ensuring that every donation they receive is put to its intended purpose. They maintain the highest standards of transparency and accountability, ensuring that funds are used solely for the betterment of the rescued animals. There is no room for misuse or misappropriation.
Through our partnership with Three Little Pitties Rescue, we have witnessed the profound impact they have on the lives of animals in need. We are privileged to be part of their journey and contribute to their noble mission. Together, we strive to make a lasting difference and create a better world for our furry friends.
We are set to rock the Runway show at New York Fashion Week this fall with Runway 7 productions at Sony Hall, New York. We will be unveiling an all new collection.
Stylish, sustainable silhouettes with love. Tilted Lotus is synonymous with wearing your culture with pride. With prints that bring you back to traditional Indian art, the collections have pieces that you can wear to your next big event or even pair with your everyday jeans and a tee.
And, after an incredible showcase at Austin Fashion Week, the Slow Fashion Festival, and two successful pop-up events at Renegade Craft and Austin Fashion Week, the team is thrilled about what lies ahead this year! Their calendars are full, and they couldn’t be more grateful to everyone that showered them with love and welcomed them with open arms.
Here are some exciting upcoming events Titled Lotus has planned, and they’d be delighted to have you join them in person!
New York Fashion Week: Runway 7, Sony Hall, September 9, New York
In Todo Pop-up Shop: November 4-5, Los Angeles, California
You can continue to be part of their journey by following them on their official Instagram account, here.
Saloni Gajjar is a recent alum of NYU’s Magazine Writing Program. Her passion lies in pop culture writing, as is evident in her work with magazines like Marie Claire, Interview, and Complex. Her goal is to show the arts as a medium and mirror of the society, much beyond just entertainment.
