Wednesday, September 11, 2019

Shades of India launches its first store in Mumbai

Shades of India, the premium lifestyle brand, of a design house with a 20-year textile and design legacy, launches its first store in Mumbai on Wednesday, 11th September.

Established in Delhi, the brand’s foray into Mumbai includes the apparel, jewellery, bags and soft furnishings collections. The store, located in Bandra is on Waterfield road and in close proximity to Linking road and China gate restaurant, has been designed with heart and soul, to be an oasis for those who love handmade, craft driven textiles.

“We are extremely excited to launch our first store in Mumbai. It took us a long time to find a space that we could make ours. Our search led us to this location in Bandra, reminiscent of old-world architecture and a hub of trendy alternative culture. One look and we knew we were ready to set foot in Mumbai.” says, David Housego, Chairman, Shades of India.

“I wanted a minimalist space that allowed bringing out the beauty of colour, texture and detailing. Our store in Mumbai has contemporary interiors with high ceilings, large glass French windows overlooking the adjacent zen garden. Our apparel, home and accessories collections are also all about contemporary design and inspiring workmanship of traditional craft,” adds Mandeep Nagi, Design Director, at Shades of India.

Shades of India launches four collections each year, as an ode to the changing seasons, drawing inspiration from liberated and graceful feminine strength. Each collection is distinguished by the fine quality of the fabric and the detailing of the hand worked embroidery, championing the textile crafts of India.

The inauguration of the store comes together with the launch of the pre festive collection, ‘Afsana’ and the Home & Living 2019 collection. Shades of India has achieved widespread international acclaim, with presence in stores worldwide, including Harrods and the Conran shop in London. Presence in USA is through their lifestyle brand, ‘Neem’ which is available at ABC on Broadway in New York and by specialist stores across the country.

Shades of India is a premium lifestyle brand that includes apparel, textile jewelry and bags, and soft furnishings for the home. It has received international acclaim as one of India’s most creative textile companies. Founded in the early 90’s and currently led by Mandeep Nagi (Design Director) and David Housego (Chairman), the brand is quintessentially, contemporary design combined with inspiring creative workmanship of traditional crafts.

Building on its international reputation, in 2012, it established its own first stand-alone, flagship store at the Meharchand Market in New Delhi, described as a ‘must see’ shopping destination in Delhi by the New York Times. In 2017, it opened a second store in Gurgaon, with Mumbai (Bandra West) as the third in 2019. In addition, it has shop-in- shops in the main metropoles.

Shades of India has set trends in textiles for home d├ęcor, the uniqueness of its style lies in the texturing of fabrics, the coordination & contrasting of colors, and the inventive, unexpected use of surface treatment. It also has an interior design services division which works with architects and interior designers on the soft furnishings for an apartment, house or office space. With each product or project, Shades of India aims to adorn and bring character to a space.

The company has won various awards at major international trade shows including the best product awards at shows in Paris and New York. Mandeep Nagi, Design Director, has thrice won the Elle Decor Design Award in India for fabric.

Website - http://www.shadesofindia.com/

Mandeep Nagi – Design Director, Shades of India
For Mandeep Nagi, Design Director, at Shades of India, textiles have been a passion since
childhood. “I remember stealing into my mother's room,” she says “and taking out her beautiful
old saris. I fondled them, gazed at the colours and patterns, and marveled at the touch and colours. It was a very formative experience.”

Formative as well were her early years at Shades of India when she got a chance to travel to all
the textile centres across India. She worked with women's groups in Banas Kantha on
embroideries, travelled through Gujarat and Kutch studying different techniques, and spent time in Lucknow and Rampur on developing Chikan embroideries and khadi fabrics from West Bengal.
Later she had the chance to travel a lot to Europe and the US where Shades of India regularly
participated in Trade Fairs such as Maison et Objet in Paris and the New York Gift show. “I
admired designers who had absorbed diverse influences - like Jean-Paul Gautier who combined
black stockings with vintage costume’, she says.

It was out of this background that Mandeep's own design sense evolved. She loves opposites –
fine traditional artisanship interpreted with a minimalist western sensibility: masculine and
feminine: a surprising contrast of colours such as mixing orange with blue or red with a limp grey.
“I start any collection by deciding on colours. Colours are the first thing that set a mood for a new collection,” she says.

Mandeep feels that with her experience of more than 20 years in designing textiles she can easily
imagine a product, whether clothes or home textiles even before it is constructed “If I close my
eyes in two minutes I will know how a new piece of textile will look. The whole journey from
imagination to actual is what excites me”

As creative head of the Company, Mandeep is responsible for designing four collections of apparel a year, accessories to accompany them and two collections for the home. ‘We are a textile brand’, she says, ‘in which I seek to convey a unity of style.’ She has also designed the interiors of the new Mumbai shop in Bandra West with an emphasis on minimalism, clear lines and a sense of peace and space. She has won several design awards both in India and in Paris and New York. She is a
Graduate and has a Diploma from YWCA and NIFT Delhi. She finds inspiration from exchanges with the academic world in textiles and many young textile graduates. She is married to David Housego, Chairman of the Company. They have a daughter, Meher, aged 11, who also has a passion for textiles.

Shades of India is internationally known as one of India’s most creative textile companies. Led by Mandeep Nagi (Design Director) and David Housego (former UK journalist), the brand combines
contemporary design with the inspiring workmanship of traditional craft. The uniqueness of its style lies in the texturing of fabrics, the coordination and contrasting of colors, and the inventive,
unexpected use of surface treatment.

The company is acclaimed internationally for originality and inventiveness of its designs and has won various awards at major international trade shows including the best product awards at shows in Paris and New York. Mandeep Nagi, Design Director, has thrice won the Elle Decor Design Award in India for fabric.

Shades of India is a lifestyle brand that includes apparel, textile jewelry and bags, and soft furnishings for the home. Under Mandeep Nagi, it brings out new ranges each year for spring, summer and for the pre-festive and festive seasons. Each has a different story behind it but each is marked by the charm of the unexpected, by the use of fine fabrics, by a feeling for silhouettes that fit the season and by an eye for hand work and detailing. The clothes are contemporary and appeal to women who value the unusual, are confident in what they wear and independent minded.

Building on its international reputation, it established its own first stand-alone, life style store in the Meharchand Market in New Delhi in 2012. It has already become an iconic shopping destination – described as a ‘must’ visit in Delhi by the New York Times. It added 18 months ago a second store in Gurgaon and will be opening a third store in Bandra West (Mumbai) in June. In addition, it has shop-in- shops in the main metropoles.

Shades of India has its own design studio, sampling facilities and factory in Noida (NCR).The company can draw on huge archives of fabrics, techniques and designs. All of its production is in-house, thus enabling it to customize as well as to maintain high quality standards. It thus has the resources to work with large international retail groups as well as to develop its own collections and work on interiors and hospitality projects.

Shades of India has its own design studio, sampling facilities and factory in Noida (NCR). The company can draw on huge archives of fabrics, techniques and designs. All of its production is in-house, thus enabling it to customize as well as to maintain high quality standards. It thus has the resources to work with large international retail groups as well as to develop its own collections and
work on interiors and hospitality projects.

Shades of India : @shadesofindia

Store Locations:
Shades of India, Mumbai
Address: 01, Harikesh Building, 185 Waterfield Road, Opposite China Gate Restaurant, Bandra (West)

Contact no: +91 22-6698-1246
Store timings: 10:30am – 7:30pm, Monday to Sunday
Flagship store - Shades of India, New Delhi
Address: 127, Meharchand Market, New Delhi
Contact no: +91 11 49053333
Store timings: 10:30am – 7:30pm, Monday to Sunday
Shades of India, Gurgaon

Address: G-17, Palm Spring Plaza, Golf Course Road, DLF Phase 5, Sector 54, Gurugram
Contact no: +124 2575335
Store timings: 10:30am – 7:30pm, Monday to Sunday
Shop in shop in locations:
Mumbai - Good Earth Stores, Ogaan, Tranceforme
Delhi NCR - Good Earth Stores, L'affaire Stores, Ojas
Bangalore – Raintree, Good Earth Stores
Goa - Paper Boat
Hyderabad - Good Earth Store, Anonym
Chennai - Amethyst store
Pondicherry – Amethyst
Ahmedabad - Options
Vishakhapatnam - Goods of Desire
Kochi - Cult Modern
Online

OGAAN Online - https://www.ogaan.com/designers/shades-of-india

JAYPORE – Shades of India
Good Earth Online - Shades of India

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