Erotissch – Stitching differently
Apparel|January 2022
Chitra Balasubramaniam explores Erotissch, a brand by women for women, based on the concept of ‘Bed to street wear'.
Chitra Balasubramaniam
Erotissch – Stitching differently

Speaking about the brand, Aayushi and Anushka say, “Erotissch is based on the concept of ‘bed to street wear’. It is inspired from a Japanese concept wherein wearing your silk PJs outside, on the streets is a practice.” Contrast this to India where intimate apparel or comfortable apparel is worn within the walls of the bedroom or the house.

The duo defined their brand sensing an opportunity for women to wear comfortable apparel outside. As they explain, “We realised that women on-the-go need something that provides comfort and is acceptable to wear outside as well. A working women has to be multi-tasking therefore they require a versatile wardrobe.

Erotissch is a brand by women for women. Erotissch is a portmanteau of erotic and stitch, where erotic stands for ‘desire’ and the name in its entirety stands for ‘Stitching one’s desire together’.”

Instead of heading into the usual and ever popular office wear, daily wear, bridal wear, festive wear, or boutique apparel, they pushed their efforts towards loungewear and intimate wear segment.

They explain, “While collecting the statistics that surrounds our brand, we realised that analysts’ forecast for the global intimate apparel market has predicted progress at a CAGR of 7.09% during the period 2018-2022.

Despite such huge potential in the sector, no other brand was directed towards a wholesome working women wardrobe and when you take an increment of 7.09% CAGR and add it to the rising number of working women, we can see that there was a huge potential customer-base to be catered to.”

This story is from the January 2022 edition of Apparel.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the January 2022 edition of Apparel.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM APPARELView All
All About Dressing As You Want
Apparel

All About Dressing As You Want

A. Das uncovers the current trend which is all about dressing as you want. Easy, over-sized, baggy fits and unstructured cuts are ruling every wardrobe.

time-read
6 mins  |
January 2022
Online Shopping Likely To Reach $1.2 Trillion By 2025
Apparel

Online Shopping Likely To Reach $1.2 Trillion By 2025

Market Watch

time-read
1 min  |
January 2022
Weaving A Sustainable Future
Apparel

Weaving A Sustainable Future

Brinda Gill talks to Ashita Singhal, awardwinning weaver, designer and social entrepreneur, and founder, Paiwand Studio, who is committed to converting textile waste into new, meaningful textiles.

time-read
6 mins  |
January 2022
Summer of 2022
Apparel

Summer of 2022

Heer Kothari walks our eager onlookers through the runways of New York, Milan and Paris, exploring the nuance of summer styling for men in 2022

time-read
4 mins  |
January 2022
Journeying for the Joth
Apparel

Journeying for the Joth

Brinda Gill drafts the interesting journey of Vinay Narkar, a textile designer and revivalist based in Solapur, spared no effort in the pursuit of joth, one of the lost weaves of Maharashtra, and reviving it.

time-read
8 mins  |
January 2022
Go Digital - Get Organised Reshamandi Style!
Apparel

Go Digital - Get Organised Reshamandi Style!

Heer Kothari explores India’s first and largest market-place, digitising the natural textile supply chain. It is a full stack ecosystem in the form of a super app, starting from farm to fashion.

time-read
4 mins  |
January 2022
Erotissch – Stitching differently
Apparel

Erotissch – Stitching differently

Chitra Balasubramaniam explores Erotissch, a brand by women for women, based on the concept of ‘Bed to street wear'.

time-read
3 mins  |
January 2022
Colourful Fable
Apparel

Colourful Fable

A. DAS interviews Karan Torani to find out the inspiration behind the designs of his label Torani and his thoughts on it being widely welcomed and connected well.

time-read
5 mins  |
January 2022
Going #PLUS
Apparel

Going #PLUS

Heer Kothari explores the growth of the Plus Size apparel segment in India.

time-read
4 mins  |
December 2021
Endorsing Desi Oon
Apparel

Endorsing Desi Oon

Brinda Gill discovers India’s indigenous wools, locally called Desi Oon, which hold potential for use in the apparel industry

time-read
8 mins  |
December 2021