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.

Changing Directions

Purushu Arie lungi shirt

Photo: Kumar, Model: Hemanth Sharma, Costume & Styling: Purushu Arie


The shape of circle is often attributed to life. A circle seems way too orderly for the chain of random events that contributed this moment. The circle itself changes direction at every infinite point that make up its circumference. Life also moves to-and-fro, like a pendulum in a binary polar. Sometimes, you are the crow and other times, you are the pole. On some days you are the joke and on other days, you make the jokes. But not everything that goes around comes around. Sometimes you know where the direction takes you but other times you never anticipated what was coming. Some directions have remained consistent and infinite. More directions have seemed arbitrary. As a fashion design student who started this blog, I played my strengths by writing about fashion, design, and trends. By early to mid 2010s with peak commercialisation of fashion blogs, the blog & social media posts were increasingly about shopping, OOTDs, travel, holidays and even gadgets and automobiles. Some fads are clearly necessary to fill the omnipresent voids. Some bridges had to be burnt… and with changing directions of continuity and discontinuity, my own target audience have changed over the years. The primary keywords of the website have changed over time. I’ll never accurately know how the winds move but I am steering the directions with all my ability. Changing directions are a reality check and at this hour, the currents are constantly converging and diverging.


lungi shirt by purushu arie

Only thing constant about gender is fluidity.


Madras Checks Lungi shirt by Purushu Arie


Blue lungi shirt

Tie-up wrap lungi

  • 7
  • torontolimostar
    December 15, 2018

    I really like it. It’s very helpful for everyone. Very Amazing and Interesting blog. Thanks for sharing.

  • Ankit
    January 5, 2019

    your Blog is Amazing and really knowledgeable content, Interesting blog .

  • Dream Wallet
    January 6, 2019

    Thank You very much for posting. Very interesting post about changing moods.

  • Sekh Maijul
    January 18, 2019

    Great after seen the picture. It looks funny but it’s very interesting. Now the culture is coming to lungi.

  • raju
    April 1, 2019

    interesting blog perfect matching . Thanks for sharing!

  • Noreena Almas
    June 10, 2019

    Looks to me a traditional costume, I always found unique articles on your blog, keep it up and keep posting articles like this.

  • bhavesh bishnoi
    June 12, 2019

    nice dresses sir

  • Maria Anna
    June 29, 2019

    Great looking your pic. crushed

  • Ravi Gupta
    July 23, 2019

    interesting blog . Thanks for sharing!

  • puja
    September 22, 2019

    yeh changing direction title is really good.and really your website is so so unique and image also.

  • abdulrehman
    October 30, 2019

    great look beautiful drees

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