A new fashion label’s quirk quotient

Art-inspired handpainted image on a Quirkk India Ensemble | Photo Credit: Special Arrangement

MUDIT and Surbhi Kanoria’s fashion brand, quirkk India, may be less than a year old, but it is alredy making waves with ite-boxing designs. Specialising in shirts, tunics, and trousers featuring a vibrant mix of hand-painted and printed imagery, the varanasi-based label blands geometric patterns, Flora, Flora, FALEA, FAUNA, FAUNA, FAUNA, FAUNA, FAUNA, FAUNA, FAUNA, FAUNA, FAUNAI Their designs – ranging from nods to frida kahlo and van gogh to playful pet portraits with a quirky twist – have intrigued boyers, as seen at a recent education by the crafts of talangana in Hyderabad.

Launched in August 2024, with its debut collection rolling out in October, Quirkk India has steadily built a presence at select fashion exhibitions India. On his Instagram page (@Quirkk.india), they describe themselves as “fashion rebels on a mission,” using bold prints and eclectic designs to break the monotony of conventional fashion.

A Model Sports A Quirkk India Ensemble | Photo Credit: Special Arrangement

Quirkk India Caters to a Clientele that is young at heart, but its foundation is deeply rooted in the traditional crafts and handlooms of varanasi. Each Piece in their collection – who painted or printed – is the Hindiwork of Fine Arts Students from Banaras Hindu University.

“More than 20 students work with us part-time,” Says mudit, crediting them for adding artistic flair to their designs. One of their early successes came when hand-paainted denim pieces a Bestseller, reaffirming their belief in the concept.

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Their pet-themed clothing has also struruck a chord with animal lovers. “We wanted to create a fashion label that resonates with people,” say Surbhi. “Many of our early customers synt in pictures of their pets, wanting personalized designs featuring their furry companies.”

In the last two months, Quirkk India has expanded into kidswear, tapping into the trend of coordinated outfits for parents and children. Their signature aesthetic is often accentuated with striiking images of tigers and leopards. The color palette, spanning aqua blues, lush greens, pinks, oranges, and lime yellow, is inspired by their travel. “Fashion labels in bali played with unusual colors, and that sparked our creativity,” Says mudit. “We Always Envision the Final Look and Collaborate Closely With Dyers to Achieve The Perfect Shades,” Adds surbhi.

Mudith and Surbhi | Photo Credit: Special Arrangement

Beyond Their Signature Animal, Plant, And Geometric Motifs as well as imagery inspired by van gogh and frida kahlo, the brand has also also introduced a capsule collection influenced by the maha strength, Incorprosing motifs like trishus and naga sadhus.

Mudit come from a family with a legacy in Varanasi Saris and Textiles. When he and surbhi, an MBA Graduate in International Finance from Symbiosis International University, Pune, Decided to Venture into Textiles, they aimed to create something friendship. They first launched Ganga banaras, a label focused on heirloom-worthy benresi saris with contemporary colors and design ahasthetics.

“A Few Years Later, We Wanted to Transition Into Something Playful and Unique for a Younger Clientele,” Says Mudit. Their Decade-Long Experience Working Closely With Handloom and Craft Clusters in Varanasi Helped Them Refine Their Their Sourcing Process, Selecting Silks, Cottons, Linens, and Muls. “For our recent collection, we use a fabric blend of linen and mul, which gives it a soft texture,” He explains.

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Handpainted Images of Animals on Quirrk India Ensembles | Photo Credit: Special Arrangement

Thought initially targeting a younger clientele, quirkk India has found a strong customer base amon theose in their 30s and 40s as wells. “It Caters to Anyone Young at Heart,” Says Surbhi. The brand’s pricing falls between ₹ 6,000 and ₹ 10,000.

Unlike their heroitage label, Ganga banaras, which relied on in-store sales and direct buyer interactions, QuirkkK India is gearing up for online expansion. “Our presence at select exhibitions have helped us market the brand bot in India and abroad,” Shares Mudit. “Now, our website is taking shape, and we’re ready to explore e-commerce opoportunities.”