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We created Unrush because we wanted to slow down—stepping away from fast food, fast fashion, fast action, and the fast-paced lifestyle. We were concerned about the direction fashion was taking, with changing trends every month to satisfy the unending appetite for social media "look freshness." This led to significant wastage, heartache, and environmental trauma. Thus, we founded Unrush—a slow fashion, conscious brand that is seasonless and timeless. Our products are made with fabrics that withstand many washes without losing their freshness, ensuring they never become "irrelevant."
Founded by Pragya Priyali, a design graduate from NIFT Delhi with over 15 years of experience in fashion and lifestyle journalism and fashion marketing, Unrush is a passion project. It stems from her personal aesthetic, which is minimalistic, thoughtful, and subtle. She believes that what attracts attention today will likely be forgotten tomorrow, so it’s better not to chase fleeting trends. Each outfit at Unrush is simple yet special in its pattern-making, silhouette, and cut. We've consciously stayed away from prints because they are topical, and we wanted our clothes to transcend trends.
Our clothes are proudly made in India using locally sourced fabrics, designed with Indian and South Asian body types and cultural sensibilities in mind. We produce our clothes at facilities that practise international standards of safety and hygiene.
We're a small brand based in Mumbai, currently available only on shopunrush.com. Hope you enjoy our collection and do drop us a mail on care@shopunrush.com if you have suggestions or feedback. Enjoy!