Ito / ईटो was born in 2019, somewhere between afternoon siestas and filling job applications. Nurtured and raised by Shivani Gandhi, in a small 10x10 ft borrowed space of a typical bustling locality in Mumbai, and that is where the irony lay. It was there, where she was busy embracing the concepts of slow and conscious living, in her otherwise fast paced city life. Ever since, it has been the blend of these concepts, that resulted in the making of contemporary and timeless silhouettes she calls, "Fuss free clothing for well lived days."
Essentially, a clothing brand that aims at linking sustainable practices with traditional weaving and dyeing techniques, to make everyday essentials that prioritise comfort over style and timeless over trendy with a certain sophisticated beauty. The collective skills of artisans and weavers from across the country combined with those of the karigars working out of the studio, together create meticulously crafted garments that become wardrobe favourites.
As a design philosophy, Ito believes in a minimalist approach towards designing thoughtful silhouettes that not only keep the wearer at ease with everyday movement but also uplift their personality. A penchant for conscious lifestyles, natural homes, for living in a small town in slower days and for gracefully performing everyday chores, all with a loved one, leave a noticeable mark on the aesthetics of the brand.
Sustainability is a wide bracket, no matter what we do and how much we do, making garments takes a toll on the world we live in. That said, while it may seem impossible to attain complete sustainability, ethical practices carve a way to get closer.
Designed to last, to sustain wardrobes of generations. The longevity of a garment is the true test of sustainability. Each garment goes through multiple hands at different stages that put in days of hard work to make one finished product that is infused with the ability to withstand daily wearability. Our garments are timeless and defy trends and seasons. A changing season should not affect your wardrobe. We want you to be mindful of your purchases - buy consciously, wear longer, throw less.
We take pride in designing our textiles that are created using traditional weaving and dyeing techniques of India. Our traditional crafts and artisans are being affected by a widely accepted shift of the industry and society towards fast fashion. These crafts are invaluable and need to be sustained.
For the most part, our fabric archives comprise of fine jamdhani weaves, hand spun cottons, cotton chanderis and linens hand woven by skilled artisans of West Bengal and Madhya Pradesh. All our fabrics are dyed at the yarn stage with natural or AZO free dyes.
While we may be sustainable selectively, we are ethical entirely. All our products are ethically made in an ethical environment. We believe in the right things to do over what we have the right to do. All our artisans, weavers, dyers and karigars are offered fair wages. Our supply chain comprises of NGOs and cooperatives that only practice fair trade. We encourage and support locally made products. Our garments are hand finished by housewives in their spare time around our locality. This empowers them to contribute towards sustaining their families and household. Production is done in small batches to avoid over production and bulk wastage of fabric. We are constantly making ongoing efforts to consume yardages that are already lying with our weavers, in order to lower our constant demand of producing new and more, that in return helps reduce our carbon footprint.
HANDMADE IN INDIA