Breaking free from the norm of traditional and wedding-dominated designers and brands in the Indian fashionscape, new homegrown label Redefine is challenging the status quo by putting the money where the mouth is.
Catering to the new Indian consumer who is well-travelled and well-versed with international style and trends, Redefine offers luxurious and whimsical elevated athleisure pieces: a category that has not received its complete due attention in the Indian fashion landscape.
Brainchild of Bengaluru-born, multi-hyphenate entrepreneur and jewellery designer Riddhi Doshi, Redefine offers an array of exclusive India modern prints and colours in different silhouettes and styles to suit and fit every body type.
An aesthete and successful businesswoman, Riddhi studied fashion and jewellery designing at SNDT Mumbai and subsequently at FIT New York. She has to her credit, the experience of having worked with Tanishq and Dimexon Eurostar Jewellery, post which she launched her own bespoke jewellery line which is still running today.
As an increasing number of people ditched formal clothing to navigate the new post-pandemic work/life codes of dressing, 2021 saw Riddhi foray into the world of athleisure with the launch of Redefine, aiming to cater to a growing market demanding comfort-first and fuss-free clothing options.
PRODUCT ASSORTMENT AND PRICING
Redefine offers easy styles that stand out. The quilted bombers come in versatile styles — sleeveless, fitted, duster coats — all reversible so that they can be styled in multiple ways for different occasions. Also on offer are roomy bomber dresses featuring functional pockets, and co-ord sets that instantly promise a laidback yet well put-together look.
The pandemic fuelled my mind to realise that a line of elevated athleisure clothing was missing in the Indian fashion landscape as more and more men and women navigate towards newer codes of dressing post-pandemic. – Riddhi Doshi, Founder of Redefine
Priced between Rs.4,999 and Rs.28,999, the clothing comes in a wide range of sizes to complement various Indian body types right from S going all the way up to 2XL and beyond, with the option of taking orders as per specific body measurements.
On an average, its bomber jackets (which are also the label’s bestsellers) retail at Rs.17,999 and dresses start retailing onwards of Rs.13,999.
Launched with its debut Fall/Winter collection in December 2021, Redefine is all set to release its Spring/Summer collection in March. The label plans to offer four season-based collections throughout the year.
For its upcoming collection, Redefine will be adding easy breezy kaftans in its signature prints, reversible dresses, jumpsuits and a varied range of summer-centric designs.
BRAND USP AND SIGNATURE DETAILS AND TECHNIQUES
All prints seen at Redefine, are designed keeping in mind the fact that the label caters to every body type and to break certain stereotypes in the fashion world. Additionally, all its bomber jackets are reversible which adds to the re-wear value of an outfit. The reversible feature further aids in helping one dress up or dress down depending on the occasion.
The repertoire of prints is varied and is inspired by different facets of the designer’s own life — tropical prints based on her recent trip to the beach, wildlife patterns as a mirror to her love for safaris, vibrant artistic prints sketched on a pre-pandemic solo trip to Milan, modern ikats that borrow from her collection of saris and geometrical patterns that she often plays with in her jewellery.
“We not only have the largest variety of prints in different categories but we also provide customisation services, wherein a client can choose any of our prints and we can translate that in any silhouette we offer,” Riddhi Doshi, Founder of Redefine, told Apparel Resources (AR) in an exclusive interview.
Interestingly, every silhouette at Redefine is crafted based on the Founder’s own sense of style, which is a combination of comfort and glam. Lending each silhouette an elevated luxe appeal is the use of pure Mashru silk fabrics sourced locally from Jaipur, and the detailed hand-tailoring by skilled Indian craftsmen.
The brand Redefine is an expression and extension of my personal style and mood. I always felt the need to create something unique while experimenting with bold prints and colours for every occasion. I wanted to redefine the meaning of bold and edgy designs while making sure that quality features as the focus at all times. – Riddhi Doshi, Founder of Redefine
“I have been into the business of jewellery for the past 20 years. Being in the creative field and working so closely with designs has definitely helped me nurture my vision of getting into the fashion space. Jewellery design and craftsmanship increases your level of finesse and intricacy and that has surely helped me with my clothing design process, the want for perfection and the seamless craftsmanship,” Riddhi stated, adding, “I pay the same level of attention to detail in my clothes and that has come from years of experience as a jewellery designer.”
MANUFACTURING AND SOURCING
Located next to its luxe store in Mahalakshmi, Mumbai, Redfine’s manufacturing unit ensures a seamless customisation process.
After developing the exclusive prints that are specially curated and designed keeping in mind the season, the team works with the highest quality of hand-picked fabrics for different collections.
Commenting on the same, Riddhi said, “The manufacturing process is divided into two parts wherein the first part concerns the development of the right fabric based on each silhouette followed by our digital artworks getting translated on them.”
A homegrown brand, Redefine works with rich handloom fabrics such as mashru silk, which is sourced from Jaipur, and has been working towards collaborating with Indian artisans and craftsmen for their upcoming collection in order to be able to support the country’s rich heritage.
“At the core of my endeavour was to reimagine a sensibility that did not exist in our wardrobes. With decades of experience as a jewellery designer, I understand what works for Indian women when it comes to form and colour.” Riddhi said, adding, “Being a patron of homegrown prints, I wanted to combine them together in an inimitable way to offer versatile essentials, to be showcased in a curated space that reflects this passion. The entire line – from the silhouettes to the colours – is designed to be a mood lifter: you can wear it to dinner, to a party and even on the red carpet, besides making a statement during travel or lounging with friends.”
The company follows a strict zero waste policy in its manufacturing unit, wherein waste fabric is upcycled to create limited edition patch work silhouettes, scarves and printed belts.
RETAIL SETTING
The Redefine bricks-and-mortar store retails both clothing and fine jewellery by Riddhi Doshi in a luxe setting, reminiscent of a bespoke Parisian lounge. From sketching the layout to designing the furniture, displays and experience, you see her stamp across every element and accent.
“This is a design space, not a store, and it’s unlike anything that exists in Mumbai. With a lot of love, we’ve opened doors to a retail environment that is far from run-of-the-mill,” Riddhi explained, adding, “It’s an edgy showroom cum workshop space in Mahalaxmi designed by me. Taking inspiration from the brand ideology, we have incorporated the Indian modern concept across all store elements.”
Spread across an area of 1,600 square feet including a mezzanine floor, the retail space embodies the design sensibility and philosophy of the brand. A walk through the store offers a veritable glimpse into the world of modern luxury with key elements inspired by the Indian aesthetic.
“The main blue door at the entrance speaks of our close to home, Indian aesthetic with a modern touch. The guests are greeted with a true luxury experience as they are welcomed into a modern space, with a blue chandelier overlooking a black and white tile flooring that speaks of a fun and quirky vibe,” Riddhi highlighted.
Breaking the stereotype of the regular racks in a retail space, the bright prints and colours of Redefine’s core collection are spread across the brass rods, which are hanging from the ceiling and move across the side wall space in a modern yet casual format. Overall, the muted black and white and dull gold colour scheme of the store space compliments the vibrant design sensibility of the collection.
Redefine’s pieces are currently available to shop from its flagship store located in Mumbai as well as online on www.redefinebyrd.com. The brand also regularly participates in select pop-ups in Delhi and Dubai and plans to grow its clientele internationally in the coming year.
Presenting below some more interesting key facts and excerpts from the interview with Apparel Resources…
AR: What is driving consumption in fashion and apparel categories in the Indian market?
RD: As fashion consciousness and adoption becomes higher and more penetrated across, fashion has become more democratic and does not remain the prerogative of a select few.
At Redefine, we wish to provide something for everyone through our varied range of styles and silhouettes and the customisation offering. Clients can enjoy quality and style at its best while customising the fit and colour/print as per their preference.
AR: What do consumers look for in a brand today? How can brands build loyalty?
RD: Clients are always looking for value for money and conscious consumption, hence, we feel that versatility is key for any fashion brand.
Our core product is our reversible bomber jacket and we try to replicate the reversible option in most of our pieces since that helps customers to re-wear the look in multiple ways. Most of the outfits are transitional looks that can be worn day to night as well as are two in one, providing value for their buck.
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