Purushu's award winning fashion blog was founded in 2009 while studying fashion design at NIFT New Delhi. At the age of 19, he wrote show reviews for FDCI's Designer Node dailies at India Fashion Week, New Delhi. Following a stint as menswear designer at Future Group (Lee Cooper), Mumbai in 2013, he relocated to Chennai where he continued freelancing and authored fashion columns for The Hindu newspaper. In 2017, Purush Arie blog evolved into India's first ungendered fashion label. Purushu spoke about gender neutral revolution through fashion at TEDxChennai in March 2018.
arrow_downwardConstruct: Technical & Sustainable Upgrades
Key silhouettes of Purushu Arie includes pre-tailored saris, vaettis, and lungis with with quirky functional upgrades.
Protect: Nature & Knowledge
Purushu Arie remodels the inherent gender neutrality of traditional Indian silhouettes in contemporary outlook using the sustainable philosophies of Reduce, Reuse, and Recycle.
Destruct: Socio-Cultural Conditioning
Purushu Arie's art envisions an inclusive multi-cultural realm that values the odyssey of individuality achieved by timely destruction and reconstruction of the conventions of past.
Gender neutrality is the default settings involved in the origin of clothing. In 2017, Purushu Arie's award winning fashion blog evolved into first of its kind exclusively ungendered eCommerce fashion label in India. Ungendered approach to fashion not only recognises gender non-binary but reaffirms the inherent fluidity of gender.
"Products do not have a gender identity, out minds do." - Purushu Arie, TEDxChennai 2018
In a revolting contrast to fashion's conventional exclusivity driven themes of elitist needs and wants, Purushu Arie draws inspiration from inclusive trickle up socio-cultural movements. Influenced by Madras streets, Purushu's sartorial statements come from an anti-class approach that defies status quo to destruct and reconstruct the ever changing notions of mainstream.
Purushu Arie calls for an anti-caste course of action at times when high-fashion narratives in India almost entirely comes from the glare of savarnas and casual casteism remains rampant in sartorial expressions. With a framework of educate, agitate, and organise, Purushu's creative realm looks beyond savarna perspectives to stitch together stories from diversity of cultures that are indigenous to India.
Educate, Agitate, & Organise to defy conventions.