PURPOSE

To make affordable organic athleisure clothing for all

We make Organic Clothing Trendy and Affordable. Our focus lies on consistently investing to find out sustainable alternatives with minimum impact to our current lifestyle. We aim to create clothing that are sustainable and affordable and make organic clothing the new normal.

Handcrafted fashion
natural process
ZERO WASTE
COCONUT BUTTONS

EXPLORE ALL

BRAND STORY

Dhaaga Fashion Brand Logo

You might have heard hundreds of stories on how two friends joined together to create a impactful business. Well, our story is no different.

It all started out when we were trying to understand the magnitude of clothes used by an individual, a household, a city, country and the world. The numbers and the impact to the world was horrendous. This made us think. Can we have the best of both worlds, Fashion and sustainability at a decent price?

Thus, Cuttlefish was born.

SUPER HUMANS

Kaizen the label is founded by Namrata Gohain. She is a sustainable fashion designer supporting & promoting Indian heirloom crafts and an advocate for responsible consumption & production (SDG 12).

A design graduate from NIFT, Mumbai, in her final graduation project at college, she only used the scraps of other students’ fabric to create her own collection, titled “Rags to Riches”. That was the start of her sustainable fashion journey as she figured out how much waste is generated while making clothes.

After working in domestic retail brands & export houses for a few years after graduation, she also figured out another major problem in the fashion industry and that is the exploitation of artisans and disrespect towards heirloom crafts.
In 2015, she quit her job in Mumbai and travelled back to her hometown in Assam to start her own craft-based sustainable & low-waste label. With the brand, she aims to get Indian artisanal crafts and underdog sustainable natural textiles a better market and increasing its popularity among youth and bring dignity of labour to artisans of India.
Founding a sustainable label was never just a career highlight for her but is the reason for a very personal holistic journey & growth as a human.

Purpose

To make affordable organic athleisure clothing for all

We make Organic Clothing Trendy and Affordable. Our focus lies on consistently investing to find out sustainable alternatives with minimum impact to our current lifestyle. We aim to create clothing that are sustainable and affordable and make organic clothing the new normal.

Sustainability Simplified

Products

Brand Story

You might have heard hundreds of stories on how two friends joined together to create a impactful business. Well, our story is no different.

It all started out when we were trying to understand the magnitude of clothes used by an individual, a household, a city, country and the world. The numbers and the impact to the world was horrendous. This made us think. Can we have the best of both worlds, Fashion and sustainability at a decent price?

Thus, Cuttlefish was born.