Quirkk India, a Varanasi-based fashion label, stands out with its quirky handpainted images

Artwork-inspired handpainted picture on a Quirkk India ensemble
| Photograph Credit score: Particular Association

Mudit and Surbhi Kanoria’s vogue model, Quirkk India, could also be lower than a yr outdated, however it’s already making waves with its eye-catching designs. Specialising in shirts, tunics, and trousers that includes a vibrant mixture of hand-painted and printed imagery, the Varanasi-based label blends geometric patterns, flora, fauna, and pop-art aesthetics. Their designs — starting from nods to Frida Kahlo and Van Gogh to playful pet portraits with a unusual twist — have intrigued consumers, as seen at a latest exhibition by the Crafts Council of Telangana in Hyderabad.

Launched in August 2024, with its debut assortment rolling out in October, Quirkk India has steadily constructed a presence at choose vogue exhibitions throughout India. On their Instagram web page (@quirkk.india), they describe themselves as “vogue rebels on a mission,” utilizing daring prints and eclectic designs to interrupt the monotony of standard vogue.

A mannequin sports activities a Quirkk India ensemble
| Photograph Credit score:
Particular Association

Quirkk India caters to a clientele that’s younger at coronary heart, however its basis is deeply rooted within the conventional crafts and handlooms of Varanasi. Each bit of their assortment — whether or not painted or printed — is the handiwork of Nice Arts college students from Banaras Hindu College.

“Greater than 20 college students work with us part-time,” says Mudit, crediting them for including inventive aptitude to their designs. Certainly one of their early successes got here when hand-painted denim items grew to become a bestseller, reaffirming their perception within the idea.

Their pet-themed clothes has additionally struck a chord with animal lovers. “We wished to create a vogue label that resonates with folks,” says Surbhi. “Lots of our early prospects despatched in photos of their pets, wanting personalised designs that includes their furry companions.”

Within the final two months, Quirkk India has expanded into kidswear, tapping into the development of coordinated outfits for folks and kids. Their signature aesthetic is usually accentuated with hanging photographs of tigers and leopards. The color palette, spanning aqua blues, lush greens, pinks, oranges, and lime yellow, is impressed by their travels. “Trend labels in Bali performed with uncommon colors, and that sparked our creativity,” says Mudit. “We all the time envision the ultimate look and collaborate intently with dyers to realize the right shades,” provides Surbhi.

Mudith and Surbhi
| Photograph Credit score:
Particular Association

Past their signature animal, plant, and geometric motifs in addition to imagery impressed by Van Gogh and Frida Kahlo, the model has additionally launched a capsule assortment influenced by the Maha Kumbh, incorporating motifs like trishuls and naga sadhus.

Mudit comes from a household with a legacy in Varanasi saris and textiles. When he and Surbhi, an MBA graduate in Worldwide Finance from Symbiosis Worldwide College, Pune, determined to enterprise into textiles, they aimed to create one thing distinctive. They first launched Ganga Banaras, a label targeted on heirloom-worthy Benaresi saris with modern colors and design aesthetics.

“A number of years later, we wished to transition into one thing playful and distinctive for a youthful clientele,” says Mudit. Their decade-long expertise working intently with handloom and craft clusters in Varanasi helped them refine their sourcing course of, choosing silks, cottons, linens, and muls. “For our latest assortment, we used a material mix of linen and mul, which provides it a delicate texture,” he explains.

Handpainted photographs of animals on Quirrk India ensembles
| Photograph Credit score:
Particular Association

Although initially concentrating on a youthful clientele, Quirkk India has discovered a robust buyer base amongst these of their 30s and 40s as nicely. “It caters to anybody younger at coronary heart,” says Surbhi. The model’s pricing falls between ₹6,000 and ₹10,000.

In contrast to their heritage label, Ganga Banaras, which relied on in-store gross sales and direct purchaser interactions, Quirkk India is gearing up for on-line enlargement. “Our presence at choose exhibitions has helped us market the model each in India and overseas,” shares Mudit. “Now, our web site is taking form, and we’re able to discover e-commerce alternatives.”