SAND BY SHIRIN: FLUID FITS THAT FLATTER EVERYONE - The Daily Guardian
Connect with us

Lifestyle & Entertainment

SAND BY SHIRIN: FLUID FITS THAT FLATTER EVERYONE

Shirin Mann, founder of India’s first designer jutti label NEEDLEDUST, has just come up with a new clothing line, SAND by Shirin. She shares with The Sunday Guardian her success story.

Noor Anand Chawla

Published

on

Some people are gifted with a creative gene, allowing them to explore their talent through various mediums. Shirin Mann, Creative Director and founder of India’s first designer jutti label NEEDLEDUST, has followed its success with her new relaxed clothing line SAND by Shirin. She spoke exclusively to The Sunday Guardian about the launch. Excerpts:

Q. What is the story of SAND by Shirin?

A.SAND or Such-A-Nice-Day is a celebration of all things simple, unrestrained and fluid. This brand is an extension of my personal aesthetic and was born because I felt a gap in the Indian industry. No one uses skin-friendly fabrics as per prevailing weather conditions. At SAND, we work with soft and lightweight organic linens, because I wanted to change the perception that linen is a stiff and ‘not summer friendly’ fabric. To further my vision, we use organic cotton like double lawn cotton, linen gauze, cotton gauze, among other plant based vegan fabrics.

Shirin Mann

The other important aspect of SAND’s line are the comfortable silhouettes. My garments offer fluid fits because they are very feminine, flowy, and make you feel confident about your body. SAND began before the pandemic hit, but eight months of lockdown gave me time to research and develop extra silhouettes and styles. This allowed me to create the ideal collection for its launch.

Q. What category of clothing would you classify yours as?

A. At SAND, we create versatile ensembles that effortlessly move from work to play, brunch to dinner and boardroom to bar. Our breezy silhouettes include airy tops, flowy dresses, fluid fit bandeaus, size flattering pants, overlays and more.

Q. Please tell us about the brand’s eco-conscious philosophy. What steps are you taking to ensure sustainability?

A.SAND, a conscious, sustainable luxury label, uses fabrics made from aloe vera, eucalyptus, rose, soybean protein and banana along with organic pure linens, cottons and hemp. The label also stands for minimal waste, premium handcrafted quality and impactful packaging that follows ethical standards, is made with paper, and certified by ECOenergy and EMAS.

Q. What is the USP of SAND by Shirin?

A.I believe SAND breaks conventional beauty standards and plays by its own rules—where all shapes are beautiful, all bodies remarkable and all women extraordinary. Unfortunately, our clothes are often the biggest body-shamers. When we gain or lose weight, our clothing duly lets us know. With so many opinions on our bodies in the world, our clothes need not have one. The clothing at SAND aims to make you feel confident, fierce and beautiful. Our primary colour palette ranges from sand, naturals, ivory, dusty pink, mints and mustards, which are cooling, not just for the weather, but to the mind and soul too. We took colour therapy into consideration while picking the colour palette for SAND. Further, we design silhouettes that flatter every Indian body of any age, size, type, and style or aesthetic.

Q. What have been the biggest challenges you have faced so far and how have you overcome them?

A.The pandemic had a massive impact on business. At that time, SAND had not begun so we continued with operations for NEEDLEDUST. The lockdown was a big challenge but gave us time to reset and re-think our business choices. It inspired us to think anew for NEEDLEDUST and adequately prepare for the launch of SAND.

Q. Please share a few rewarding moments from your entrepreneurial journey so far?

A.Whenever I get this question, I think deep! Was it my 35 under 35 award, or the women of excellence award or was it when I opened my first NEEDLEDUST store? Could it be associating with Priyanka Chopra and Deepika Padukone for their weddings or a big collaboration like NEEDLEDUST with Abu Jani Sandeep Khosla? It is so hard to pick one because each holds a very special place in my heart. However, the true joy and satisfaction lies in the love that NEEDLEDUST receives from patrons across the world. It is an amazing feeling to work with an age-old craft and be part of its revival. The most special aspect is that we launched NEEDLEDUST when nobody else was creating designer juttis and experimented with the craft to create something modern yet traditional. Today we are shipping globally with stores in Delhi and Chandigarh, and Mumbai on the cards soon. The future is exciting because SAND has already received a lot of love from patrons and I look forward to this exciting journey.

Q. What is the price range of your products and where do you retail them?

A.With SAND, we aim to do beautiful luxe clothing that is also affordable. Hence, the price ranges from Rs 3,000 to Rs 7,500. Our collection is available on SandbyShirin.com, shipping across the globe.

The Daily Guardian is now on Telegram. Click here to join our channel (@thedailyguardian) and stay updated with the latest headlines.

For the latest news Download The Daily Guardian App.

Lifestyle & Entertainment

SHAHID SURPRISES FANS BY SINGING SONGS FROM HIS UPCOMING ‘JERSEY’

Published

on

NEW DELHI: On Saturday, the actor went live on his Instagram to share his joy at the phenomenal reception of the ‘Jersey’ trailer. When one of his fans requested him to sing a song, Shahid decided to surprise his fans by singing the title track of ‘Jersey’. Shahid sang ‘Mehram Tu Hi Hain Mera’. Shahid had more in store for them! He decided to sing another track from the movie. Jersey is slated to release on December 31 in the theatres. 

Continue Reading

Lifestyle & Entertainment

JASS MANAK ENTERTAINS FLIGHT PASSENGERS WITH HIS HIT SONG ‘TENU LEHENGA’

Published

on

MUMBAI: If you find yourself travelling on the same flight as popular singer Jass Manak, then get ready to have fun. A video has been doing the rounds on the internet in which Jass can be seen crooning to his hit song ‘Tenu Lehenga’ along with the passengers on a flight. “4000 ft up in the air 24/7 entertainment …thanku love u guys,” he captioned the clip. Jass’ video has left netizens super impressed. “Awww amazing,” singer Zara Khan commented. “How sweet. Passengers look so happy,” a fan commented. Jass’ song ‘Tenu Lehenga’ was recently recreated in John Abraham’s new film ‘Satyameva Jayate 2’. 

Continue Reading

Lifestyle & Entertainment

I TAKE EXPERIENCES FROM MY OWN LIFE TO PERFORM ON CAMERA: HRITHIK

Published

on

MUMBAI: Actor Hrithik Roshan, who is all geared up for his upcoming film ‘Fighter’, recently opened up on his process of working as an actor.

During an interaction at IFFI 2021, Hrithik was asked if actors actually feel certain emotions when they are drowned in the role. To this, the star replied “Every actor has his own process, there’s no process that’s wrong. I’m the kind of actor who takes from my own life. I’m usually sifting through my own memories and experiences and try to bring out something on camera which is my secret, it’s in my head. The emotion is real because I can feel it, it’s from my life and my experience.”

‘’I usually feel all my emotions and it’s great because if I hadn’t felt the emotions and the director said – Great shot! I’d know we’re not in sync,” he added.

Hrithik will be next seen in his much-awaited action movie ‘Fighter’ which is being directed by Siddharth Anand. The actor-director duo is collaborating for the third time with ‘Fighter’ after they have delivered hits .

Continue Reading

Lifestyle & Entertainment

ALIA, RANVEER SHOOT FOR ‘ROCKY AUR RANI KI PREM KAHANI’ AT QUTAB MINAR

Published

on

NEW DELHI: Delhi is undoubtedly one of the favourite shooting hubs for filmmakers. Currently, director Karan Johar is in the capital for the shoot of his film ‘Rocky Aur Rani Ki Prem Kahani’, which stars Ranveer Singh, Alia Bhatt, Shabana Azmi, Dharmendra, and Jaya Bachchan.

A day ago, Ranveer and Alia were spotted at Qutab Minar, where they reportedly filmed a song from the film. Several pictures from the shoot have been doing the rounds on the internet. In the images, Ranveer can be seen wearing a white shirt, while Alia looks gorgeous in a white saree.

‘Rocky Aur Rani Ki Prem Kahani’, which is being produced by Dharma Productions and Viacom18 Motion Pictures, has been written by Shashank Khaitan, Ishita Moitra and Sumit Roy. It is expected to release next year. Also, Saif Ali Khan’s son Ibrahim is working as an assistant director on the film.

Continue Reading

Lifestyle & Entertainment

SIDHARTH STARTS SHOOTING FOR ‘YODHA’

Published

on

MUMBAI : Actor Sidharth Malhotra has commenced the shooting of his film ‘Yodha’ on Friday. Sidharth on his media handle posted string of pictures from the sets to share the update with his fans. In the first image, he gave us a glimpse of the film’s clapperboard. In another image, he can be seen getting ready for his scene. We can spot him carrying a backpack. “Yodha begins,” he captioned the snap.

Backed by Karan Johar’s Dharma Productions, ‘Yodha’ is reportedly an aerial action film. Dharma Productions also shared photos as Sidharth began shooting for Yodha. The project is being helmed by Pushkar Ojha and Sagar Ambre.

Continue Reading

Lifestyle & Entertainment

DEEPIKA STARTS DUBBING FOR SHAKUN BATRA’S FILM

Published

on

MUMBAI: Actor Deepika Padukone has started dubbing for Shakun Batra’s film.

On Thursday, she was spotted visiting a dubbing studio in Mumbai. In the pictures that surfaced on the Internet, Deepika can be seen wearing a black baseball cap and a black mask, matching with her casual black outfit. Apart from Deepika, Shakun Batra’s directorial also features Siddhant Chaturvedi and Ananya Panday. The film’s title and plot are yet to be disclosed. 

Continue Reading

Trending