Well before the PM asked us all to go vocal for local, some brands, including LBB, were already there. Purely Lush is another such brand that began in 2016 with the aim of creating a new marketplace in a country that is "self-dependent, self-sustaining and self-fulfilling". In short, it was about about Swadeshi. I specifically love that Purely Lush empowers women through employment, and by creating lovely products such as kolhapuris, juttis and kurtis for the woman in you.
Hand-crafted for the modern Indian woman who loves to sport indigenous products with pride, the juttis are my favourite things to get from this brand. Be it ikat with little sequinned patterns on them, or the chic denim mules or even the snazzy embroidered monochrome ones, there is plenty to choose from. In fact, you don't need to stick to one pair! Buy a few, and them flaunt it with jeans, dresses, kurtas or even pant-suits, if you really want to add an edgy touch to your outfit. The versalite juttis really let you wear them day to night, and you can look as casual, or as formal as you like with them.
Looking for kolhapuris? Purely Lush does a modern take on them and throws in a bow or two for drama. But, purists will also find the traditional ones -- for comfort and good looks, but with a hint of embellishments in the form of sequins, pearls, beads or embroidery. Switch it up from the usual tan colour to red, blue, aquamarine, black, and even prints like polka dot for a change.
They also have kurtis that can moonlight as dresses in florals, geometric prints, solids and of course, traditional options like paisley, bandhani and block prints.
Prices start at INR 500 for the footwear and INR 800 for the apparel.