Amidst the growing landscape of conscious fashion, Otsü has carved a place for itself with a voice that is both grounded in Nagaland’s heritage and responsive to contemporary ways of living. Founded by designer Asenla Jamir, the brand emerged from a desire to make clothes that are personal, enduring, and deeply connected to the communities that produce them. 'Otsü' translates to 'stories' in the Ao dialect, and the label treats every garment as precisely that — a narrative stitched through fabric, texture, and time.
The brand’s earliest collections relied heavily on upcycling, giving new life to vintage clothing by pairing them with handwoven textiles from the Northeast. This approach not only minimised waste but also foregrounded the artistry of women weavers, turning traditional motifs into modern silhouettes. Their releases were intentionally small, often one-of-a-kind, emphasising scarcity as a natural outcome of craft. Over the years, Otsü has extended its practice to ready-to-wear collections, while still retaining their ethos of slowness, intention, and intimacy.
Their latest collection is a natural progression of that philosophy — simple, thoughtful, and designed for everyday use. Fabrics are chosen for their durability, tactile comfort and breathability, ensuring the garments are as practical as they are meaningful. The palette balances bold, rooted prints with calming neutrals, drawing inspiration from Nagaland’s cultural and natural landscapes. Attention to detail is evident in the smallest elements — handmade wooden buttons, versatile cuts that move easily with the body, and the option of custom sizing to create a sense of individuality. In an era of fast fashion, these touches make each piece feel personal, almost like an extension of oneself.
Otsü’s brand identity emerges as portrait of its design practice: their social media pairs imagery of handwoven panels, wooden buttons and loom work; spotlighting tribes, techniques and origin stories (the SÜDAK collection, for example, is contextualised using Ao folklore). Their posts frequently profile individual artisans and document location-based shoots in Dimapur and Kigwema, while short films and archival clips situate garments in a Naga visual history. Rather than performative heritage marketing, the account privileges provenance and process using education, credited collaborators and filmic storytelling to make the brand’s reverence for Nagaland’s craft visibly integral to its identity.
This week the brand is bringing an experimental pop-up to Mumbai with collaborators, artisans, musicians, and cultural partners to create a shared space where craft meets sound, food, and community. Backed by Jameson as a cultural partner and Azadi Records as the event partner, Otsüverse aims to be a collective affirmation of identity, collaboration, and storytelling, designed to honour the craft's origins while speaking to new audiences. The pop-up is taking place on September 7 at Pioneer Hall, in Bandra.
Follow Otsü here.
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