STITCHCULT is an artistic, home-grown women's wear brand based in the city of Bhopal, Madhya Pradesh which is proudly the heart of incredible INDIA and is also the capital of the culturally and artistically heritage rich city of central India. It is born with the idea to revive and restore the ancient craft practices done by the tribal people and artisans who have inherited these crafts as patronage from their ancestors. It is a brainchild of Ashita Sood, a NIFT Gandhinagar alumna who is born into a family of artists and holds a strong cultural background. She draws her creative lineage from her mother being a proficient light classical Vocalist, her aunts being classical dancers, theatre artists and her grandfather who was a drama director and writer. An amalgamation of creative genetics in her, define her love for Indian artforms.

Her mother is the true reason and inspiration for all the aesthetics that she has imbibed. "We've never been into any designer wear ever" she adds when describing about her sense of style. "My mother's closet comprises of all things which are culturally artful and royal! Her collectables include handlooms and textiles from all parts of the country, including some which have been passed down to her by my Grandmother. Be it any special or eventful day in our lives, we look out to grab our treasurables which my mother prudently stores in her antiquated trunks. She wraps them in Mulmul fabric coverings under neem leaves and dry red chillies to preserve it. Her endearingness in heritage artistic clothing and sartorial sense that she possesses is something that i take pride in inheriting. My mother and i are a fan of classic textiles, handcrafted clothing, vintage embroideries and antiquated accessories. Even if it's our everyday wear, we dress up in our hanblocked cotton Bagh prints and Dabu suits, which is a timeless and an unsurpassed choice of the people of Bhopal" she adds. 

Ashita was raised with the sense of appreciating and identifying tribal craft pieces and artsy collectables which adorn her house and fill her mother's wardrobe. From seeing her mother wear brass and rustic silver jewellery over handblocked cotton sarees, to furnishing her house with block printed curtains and bed covers or seeing her put the hand carved wooden bun sticks in her hair and seeing her utilising the handwoven jute and cane jewellery boxes to store her accessories, she grew up with the fondness and knack of admiring such earthy, raw and handcrafted practices that bestow in her design language. Her design language is eclectic and quirky. Prints, vibrant colours and surface ornamentation are the fundamentals on which she curates her work. She loves to create a blend of variant crafts and art forms that give rise to a compelling union of diversified cultural practices. The genres of Bohemian and classic are her favoured styles and are incorporated as a blend in the Label. Minimalism is not something that she wants to incorporate in the brand. She rejects the concept of Minimalism and idealises the thought once stated by the ultimate fashion icon Miss Iris Apfel which says-

"More is More and Less is a Bore" and lives up to the phrase:

"Go Big or go Home!"

STITCHCULT is a brand for people who love experimental fashion, have eccentric personalities, appreciate quirky taste infused with a touch of chic and ultimate class. It is deeply built with the motive to introduce the audience who is oblivious about the existing legacy of art and craft forms prevalent in our country. Our sole purpose is to grow the love and value of these dexterous and skilful art forms in the minds and hearts of the people who are new to the subject of these heritage craft practices and also for those who are absolute craft connoisseurs like us. We are working with full determination to create a reason for why you should choose us for your eclectic, artistic and flattering pieces in your closet.

Hoping that it swiftly makes a space in your wardrobes and in your hearts too! 

 

 

 

STITCHCULT is an artistic, home-grown women's wear brand based in the city of Bhopal, Madhya Pradesh which is proudly the heart of incredible INDIA and is also the capital of the culturally and artistically heritage rich city of central India. It is born with the idea to revive and restore the ancient craft practices done by the tribal people and artisans who have inherited these crafts as patronage from their ancestors. It is a brainchild of Ashita Sood, a NIFT Gandhinagar alumna who is born into a family of artists and holds a strong cultural background. She draws her creative lineage from her mother being a proficient light classical Vocalist, her aunts being classical dancers, theatre artists and her grandfather who was a drama director and writer. An amalgamation of creative genetics in her, define her love for Indian artforms.

Her mother is the true reason and inspiration for all the aesthetics that she has imbibed. "We've never been into any designer wear ever" she adds when describing about her sense of style. "My mother's closet comprises of all things which are culturally artful and royal! Her collectables include handlooms and textiles from all parts of the country, including some which have been passed down to her by my Grandmother. Be it any special or eventful day in our lives, we look out to grab our treasurables which my mother prudently stores in her antiquated trunks. She wraps them in Mulmul fabric coverings under neem leaves and dry red chillies to preserve it. Her endearingness in heritage artistic clothing and sartorial sense that she possesses is something that i take pride in inheriting. My mother and i are a fan of classic textiles, handcrafted clothing, vintage embroideries and antiquated accessories. Even if it's our everyday wear, we dress up in our hanblocked cotton Bagh prints and Dabu suits, which is a timeless and an unsurpassed choice of the people of Bhopal" she adds. 

Ashita was raised with the sense of appreciating and identifying tribal craft pieces and artsy collectables which adorn her house and fill her mother's wardrobe. From seeing her mother wear brass and rustic silver jewellery over handblocked cotton sarees, to furnishing her house with block printed curtains and bed covers or seeing her put the hand carved wooden bun sticks in her hair and seeing her utilising the handwoven jute and cane jewellery boxes to store her accessories, she grew up with the fondness and knack of admiring such earthy, raw and handcrafted practices that bestow in her design language. Her design language is eclectic and quirky. Prints, vibrant colours and surface ornamentation are the fundamentals on which she curates her work. She loves to create a blend of variant crafts and art forms that give rise to a compelling union of diversified cultural practices. The genres of Bohemian and classic are her favoured styles and are incorporated as a blend in the Label. Minimalism is not something that she wants to incorporate in the brand. She rejects the concept of Minimalism and idealises the thought once stated by the ultimate fashion icon Miss Iris Apfel which says-

"More is More and Less is a Bore" and lives up to the phrase:

"Go Big or go Home!"

STITCHCULT is a brand for people who love experimental fashion, have eccentric personalities, appreciate quirky taste infused with a touch of chic and ultimate class. It is deeply built with the motive to introduce the audience who is oblivious about the existing legacy of art and craft forms prevalent in our country. Our sole purpose is to grow the love and value of these dexterous and skilful art forms in the minds and hearts of the people who are new to the subject of these heritage craft practices and also for those who are absolute craft connoisseurs like us. We are working with full determination to create a reason for why you should choose us for your eclectic, artistic and flattering pieces in your closet.

Hoping that it swiftly makes a space in your wardrobes and in your hearts too!