In an exclusive conversation with First Look, Govind Chowdhri, the dynamic force behind the burgeoning fashion label Sureena Chowdhri, shares his inspiring journey from the corridors of corporate law to the heart of the fashion industry. Read along to dive into the origins of their label, the philosophy guiding their creative process, and a sneak peek into their future collections!
FL: Your label focuses a lot on sustainable and ethical fashion. Can you tell us how your design philosophy aligns with your values?
GC: Our journey began as a made-to-order business, which allowed us to closely understand our customers’ preferences through data before moving into larger-scale production. This approach helped us avoid overproduction and reduce waste whilst also helping us conserve capital that was directed towards our marketing efforts. We use biodegradable packaging for our courier bags and have implemented systems to minimise water usage. We are currently exploring how we can recycle our fabric wastage by converting it into finished products such as bags and scarves.
FL: Your collections prominently feature handwoven textiles and traditional craft techniques. How do you incorporate these elements into your modern designs?
GC: As a young brand, staying current and catering to contemporary tastes is essential to us. However, we are equally committed to putting Indian crafts at the forefront of our collections. We start by collaborating closely with artisans to understand techniques that have been passed down through generations and the stories behind their crafts. Our design team then reimagines these elements in contemporary silhouettes and styles, ensuring that each piece is both culturally rich and fashion-forward.
FL: What collection would you say is your favourite so far or is the closest to your heart?
GC: ‘Safar’ is probably a brand favourite and holds a special place in our hearts. In this collection, we focused on two simple yet powerful elements: the colours ‘black’ and ‘white’. The result was something truly iconic and timeless. ‘Safar’ also marked a significant milestone for us as it was the first time we introduced ‘Kaftans’. This decision turned out to be a game-changer, as ‘Kaftans’ quickly became a phenomenon in India, and its universal acceptability unlocked a huge global market potential for us.
Right: Embroidered Kaftan
FL: Could you share a glimpse into the upcoming collection or any future projects you’re excited about?
GC: In terms of upcoming projects, we are currently working on a collection that is a huge experiment for us, as it focuses exclusively on very traditional Indian silhouettes. The theme is super vintage, and we might highlight a specific Indian art form. While we can’t reveal too much, you can expect grandeur and extravagance in this collection. This venture will also unlock a new pricing category for us as we aim to tap into the rapidly growing couture market within India.
