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Introduction: More Than Just a Clothing Label
Shade of You was never meant to be just another fashion brand. It began as an idea—that comfort, culture, and creativity should belong in the same wardrobe.
Built in India, designed for the Indian youth, and inspired by the global streetwear movement, our brand is rooted in more than just fabric. It’s about voice. Identity. Expression. And comfort that doesn’t compromise on aesthetics.
Where It All Began: A Vision for Culture-Led Fashion
The founders of Shade of You noticed a growing disconnect: Indian youth were wearing styles from global markets, but those styles didn’t reflect their stories, emotions, or climates.
So we asked: Why not build something local that speaks globally? That’s how Shade of You was born—with the goal to fuse clean design, cultural inspiration, and body-friendly fits that reflect real people.
Our vision is not just about creating fashion—it’s about creating impact. We believe fashion can be a tool for positive change. We want to build a brand that India wears with pride, knowing it stands for something bigger than just aesthetics.
Our Core Belief: Comfort Is a Form of Confidence
Oversized fits are central to what we offer—not because they’re trendy, but because they free you from fashion’s usual restrictions.
- Fashion should be inclusive, not exclusive
- Clothes should allow movement, not limit it
- What you wear should reflect who you are, not what trends tell you
This philosophy aligns with the wider shift in India’s youth fashion. According to a 2024 RedSeer report, 68% of Indian Gen Z prefer brands that prioritise comfort and authenticity over fast-changing trends. [source]
Our Aesthetic: Minimal, Expressive & Culture-Driven
We draw inspiration from a mix of:
- Contemporary streetwear
- Eastern visual storytelling
- Daily emotions and unspoken thoughts
Our design team works around narratives—some relatable, some poetic, but always intentional. Whether it’s a minimal motif or an expressive illustration, there’s always meaning behind what we create.
We are especially influenced by Japanese and Korean culture—their art, philosophy, pop culture, and design sensibilities—while integrating elements of Indian culture and storytelling. This fusion creates a truly unique visual language that resonates with diverse audiences.
This aligns with global shifts in fashion where brands like COS and Aimé Leon Dore are leaning into storytelling-led minimalism. [source]
Built for Indian Conditions, Designed for Indian Moods
India is diverse—in weather, in emotion, in identity. Our oversized t-shirts and cropped styles are made using breathable fabrics like 240 GSM cotton terry that feels soft yet holds its structure, even during long humid days.
- Longevity: Our prints last through washes
- Fit: Slightly boxy, but structured
- Size inclusivity: Because expression isn’t one-size-fits-all
Giving Back: Fashion That Creates Impact
Shade of You isn’t just about sales. We are committed to giving back to society by contributing a significant portion of our profits to causes we care about—especially animal welfare and underprivileged communities.
We believe in creating fashion that gives back. Our mission is to support NGOs, local organisations, and street-level initiatives that help the needy, including people and animals. Not just dogs—any animal that needs care. If we can contribute even a fraction of our success to making someone's life better, that is success to us.
We dream of a world where more brands take responsibility and act with empathy. Our ultimate goal is to build a business where the majority of our profit goes toward creating a happier, more compassionate world.
The People Behind Shade of You
We’re a small team with big passion. Designers, marketers, creatives—all united by a belief that clothing can carry both comfort and consciousness.
We don’t follow hype. We follow heart.
We build each design like a quiet statement, made to be lived in.
Final Word: Shade of You Is Not Just Worn. It’s Felt.
If you’ve ever struggled to find pieces that feel both effortless and expressive, you’re not alone. Shade of You was made for people like you.
It’s not just what you wear. It’s how it makes you feel. And we’re here to make sure that feeling is always: comfortable, confident, and completely you.
We’re not here just to sell fashion. We’re here to share stories, give back, and make our community—and the world around it—a better place.
Explore our latest collection and wear what you feel.
Written by the Shade of You Content Team – Advocates for culture-first fashion, community impact, and wearable self-expression.
