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 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 authored fashion columns for The Hindu newspaper. In 2017, Purush Arie's blog evolved into India's 1st genderless, casteless, & classless fashion label. Purushu spoke about gender neutral revolution through fashion at TEDxChennai in March 2018. Purushu's Madraswear clothing follows the guidelines of inersectional inclusivity.

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