A brand that celebrates India's rich textiles. A brand that celebrates Indian craftsmanship. A brand that blends traditional techniques with modern styles. A brand built in India, for the world. That premium menswear brand is called HARAGO and I admit, I am in love with its apparel.
HARAGO is the brainchild of Harsh Agarwal, whose curiosity about the term "sustainable-fashion" led him to discover the traditional handloom and handwoven textile techniques across India and he decided to showcase them through a menswear label. The result is high-quality shirts, jackets, pants, and shorts with an easygoing feel and an aesthetic suitable for work, holidays, dinners, picnics, and even lazing around.
Everything from HARAGO starts from the weaver's home and the brand moves away from the cliche of 'handwoven' and 'sustainable' by providing a fully bespoke service to its customers. The fabrics and style options are shared with us and the brand then works with the craftspeople to innovate and create a unique piece, according to our liking. Mass production, who?
HARAGO's lookbooks is where I witnessed the magic. Spread across five collections - Pushkar, Love Indigo, Travel, First Experiments, and Off White - are short-sleeve silk shirts, denim sets, cotton Jamdani kameez shirts, raw denim pleated pants, indigo khadi over shirts, cotton jackets, high-waist pants, linen drawstring pants, cotton tartan coordinates, and textured shorts that are elegant and very pleasing.
HARAGO ships all over the world and you can order its apparel through Instagram (@harago__) and email (that's where the lookbooks are shared). Prices start at INR 7,000, which might sound expensive, but for a custom-made, handwoven piece in pure fabric, it really isn't too much.