Fashion
Seeking to differentiate itself from India’s crowded menswear space, KURTEES.com has made its global debut. Crafted from 100% Organic Jersey, KURTEES.com brings together traditional Kurtas (Tunics) and Churidars (Trousers) and infuses them with the feel and design of the everyday T-Shirt.
“For me personally, both the Kurta and the T-Shirt have been go-to garments. There are elements of both that speak to me. The Kurta is quite diaphanous and therefore airy. The T-shirt, is soft, comfortable and has an ability to be paired with a variety of garments”, states Steven Jhangiani, CEO of STARANSA Clothing, parent company of KURTEES.com. “Being based in Singapore as well as Mumbai, I want a garment that is not overtly traditional and want to feel as comfortable wearing this garment from New Delhi to New York, that can take me from a Sunday Brunch to a casual Friday, and everywhere in between. KURTEES.com takes the Kurta, incorporates elements of casual street-style and utilizes familiar T-shirt necklines, Crew Necks to Turtlenecks, V necks to Henley’s, to create a garment that is totally unique yet recognizable”
Taking advantage of India, and the worlds, growing interest in Organic fabrics, KURTEES.com works closely with suppliers in Tirupur to ensure full visibility into the supply chain, ensuring working conditions are fair and certifications on the fabrics are in place.
“Organic fabrics, as we all know, have a variety of benefits, not only for the customer but for the farmers and the environment. It was hugely important for us to ensure compliance from our suppliers and to ensure that we were not using the Organic tag as simply a marketing tool and charging our customers extortionately. Our products are very affordably priced, and range from USD 19.50 to USD 31.60” states Jhangiani.
In 2019, Indian e-commerce is expected to continue its rapid upward trajectory. KURTEES.com seeks to not only to take advantage of this growth but looks at the populous Indian diaspora as an equally important market, as well as those from other cultures that may be interested in an ultra-comfortable garment.
