Ten-Second Takeaway

Nimish Shah’s dissertation-project-turned-label combines his love for nature, sustainability and a minimal aesthetic that we adore. The classic shapes and elementary designs have won us over.

What’s In A Name?

Apparently, everything. Nimish Shah’s label Shift denotes an eternal fashion silhouette as well as a change. This is a change in the minds of patrons who want more in their day to day style; people who want clothes that are comfortable and stylish, but also simple and premium.

We love the pretty shift dresses {obviously}, quilts and midis. We’ve also got our eyes on the Anglo-Kolhapuris, his minimalist leather slingback shoes in brown and black. If you love your flats, then we suggest this Brit-Indian mix.

Fab Fabrics

Image courtesy: Shift

Image courtesy: Shift

Apart from the simplicity and cleanness of the outfits, Nimish uses natural fibres and mill fabrics. This is a step towards sustainability and organic fashion that looks at benefiting the environment. We are in full support of the use of cotton, khadi and organza, along with vintage colours like khaki, browns, cobalt blue and the occasional scarlet {we can’t get over the Britishness of it all}.

Check out the Summer 16 collection here; we’ve got our eyes on the white jumpsuit.

Minimal Magic

Shift believes in reducing waste in every way. Nimish tries to use his label to promote a sociocultural perspective by using sustainable materials and eliminating waste in the way the fabrics are cut and stitched. Shift also has a really pretty blog that’ll tell you how to reduce, reuse and recycle through home remedies and DIYs.

Calling all you well-meaning fashionistas; this is a great place for you.

Where: Find all stores here

Price: INR  2,000 – INR 19,000

Contact: Write to studio@shift-india.com

Check out their website and online store here and follow their Facebook page here.

Featured image courtesy: Shift

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