One of us observed that although women were aware about designers and designer fashion, and interested too, it would never translate to actual purchase and experience.

There were gaps - psychological, financial, availability, reliability.

Above all - the nagging question of “is it really different, is it worth the price”.
Most women would never know what lay beyond these gaps.

This led to the seed...

Could the Internet and mobile be used to offer authentic designer fashion, with a service designed in every way to make it easy for women nationwide to experiment and explore?

Smart women already found it difficult, convincing themselves to buy expensive garments for practically single use, what they needed was a professional alternative!

There were problems. What about traditional thinking? What about fitting issues? What about hygiene?
There were solutions too :)

The idea simmered, and research led to discovery of companies doing well in other countries - Rent The Runway in the US being the leader.

In 2015 we decided to take the leap!

A year later, things are ready. Tech platform, fashion sourcing, designer relationships, dry-cleaning infrastructure, and most important - the right team.

During 2015, 7-8 companies started in the same space - in Bangalore, New Delhi/NCR, Mumbai, Hyderabad. We’ve been spying on them ;) , and they seem to be doing well, and that is excellent news! We've got to figure this out together - how can smart women dress well, look great and stand out while saving money and our earth’s resources? Good luck to all of us!

At launch, we also took a debatable decision to make our service members-only. We believe a screened group of women is better than having open access and availability to everyone. Anyone can browse our collection to some extent, but to place orders and use the service one needs to be a member.

Now we look forward to helping our members glow with authentic designer fashion.