Eastern Standard

A new wave of brands is flying the flag for menswear made in India.Words: Aleks Cvetkovic

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How far would you travel to watch your next bespoke shirt being made?

Some craft-conscious customers will hop over to London to visit Budd or Turnbull & Asser. Others fly to Naples to observe Luca Avitabile and other Italian makers in action. But a select group, it turns out, will journey as far as Amritsar, a city in northwestern India, near the country’s border with Pakistan.

“We get a lot of customers, actually. They like to come and see us,” says Varvara Jain, co-founder of 100Hands, the company she established with her husband, Akshat, in 2014. The couple previously worked in investment banking, but when Akshat began to crave a change from the corporate grind, he offered to take over a small shirtmaking workshop his family owned in Amritsar where six workers made clothes for friends and relatives. With Varvara’s support— she leads sales and marketing—Akshat has transformed the company’s shirts into a staple for tailoring cognoscenti, with an international reputation for quality and a staff that now runs to 385 members.