why #unfollow

#Unfollow is our philosophy. As a brand started by women, comprising of women and made exclusively for women, we deal with the pressure of looking stereotypically perfect and constantly being ahead of the trend curve all.the.f***ing.time. And you know what? We’re tired. Tired of trying to fit in, tired of following the herd, tired of always dressing the part, a part defined by the fashion police, by society and by men.

#Unfollow is our rebellion. It is our way of saying no to stereotyping and fashion policing. It’s our way of saying we’re gonna follow our hearts and not blindly follow trends because we’re supposed to. Because it’s time we re-claimed our lives and all its nuances – our appearance, our fashion choices and our decisions.

Are we saying don’t be fashionable? NO. We’re asking you to claim your own fashion, dress the way you want to, be totally comfortable with what you’re wearing, have a lot of fun along the way and be the original badass that you are meant to be. To quote Radhika Vaz from our epic video –

F*** the pressure

F*** expectations

F***the fashion police

It’s time to #Unfollow