There is a sense of effortless ease that carries through the design language and visual campaigns of Cord as a fashion label. I have this thing where I play music that suits my subject whenever I’m writing. When I talked to the founders of the fashion label Cord, and asked them who they are beyond their brand, they referred to themselves as ‘chillers’ and it stayed with me. I put on the music of an independent Indian musician whose sound was whimsical and chill, and started writing this feature, as it was only befitting.
To know more about the artistry and thought that goes into Cord, whether it be their cosy Autumn inspired 'Afterglow' collection or the nostalgic ‘Daily Hymns’ that romanticise the mundane, I caught up with co-founders of the label Neha Singh and Pranav Guglani, who are partners both in life and business.
After all, there was a lot to understand when it came to Cord. The biggest question of all was how they managed to capture the essence of vague emotions like nostalgia and belonging through their signature garments with statement sleeves, cosy tones, fine art-esque prints, and vintage craft details like smocking and quilting all tied together with an overall air of warmth that certainly strikes a 'cord' with the right people.
Could you give me a little bit more of a background on yourselves and how your journeys began with Cord. How do your identities, from personal memories to experiences, influence this aesthetic? Are there specific eras or design elements from the past that each of you you find most inspiring, and why?
Pranav: So, both of us met at Pearl Academy of Fashion, where we were doing a postgraduate course in fashion marketing. Neha was a senior at the time, and on her last day, we had this random conversation. It wasn’t planned, but when we spoke, we just hit it off. We immediately felt like we could work together, and we shared similar ideas, values, and dreams. We were both passionate about fashion, and our approach was very similar. I had always wanted to make something meaningful, something beyond just selling clothes. We started spending a lot of time together, bouncing ideas back and forth. The more we talked, the clearer it became that we were meant to create something of our own, something that would blend both of our strengths.
Neha: It was in 2014 when we really started experimenting with leather. We had these ideas about bags that felt very personal to us, and we were determined to make them happen. We spent a lot of time sourcing leather, working with artisans, and figuring out the design process. At that point, we were just experimenting—we didn’t even have a brand name. But the passion was there. In December 2014, we created some samples, and the next step was, “what do we do with them?” We knew we needed to share them with the world, but it wasn’t clear how to get started. So, we decided to create a Facebook page for the brand, which we officially launched on February 7, 2015. That’s when things really started to take off. We started uploading pictures of our bags, and while we didn’t have a huge following at first, we knew the product was special. The storytelling aspect—how we showcased our bags, the images, the vibe—was just as important as the bags themselves. It wasn’t just about putting a product online. We wanted to create a narrative. We started shooting our bags ourselves, at our factory, and then later in cafes, streets — basically anywhere that felt right. It wasn’t polished; it was very DIY, but that was part of the fun. The idea was to take our creations to the people, show them that these were real, authentic products, and it resonated.
We didn’t even have an actual website for the longest time. We were relying purely on our Facebook page, and somehow it worked. It felt like we were running a college project, but everything felt organic and real. And then, we did our first pop-up event, and that’s when we really started seeing some traction. It wasn’t just about creating things anymore; it was about getting out there, showing people who we were, and selling our creations. One of the first bags that really gained traction was the Hemicycle bag. It caught the attention of a few celebrities, and when they started carrying it, it gave us so much validation. It made us realize that we were on the right track. From there, we pushed even harder.
But beyond creating beautiful designs, we knew that we had to make the business side work. We weren’t just designers - we were also entrepreneurs. So, we started to do pop-ups and decided to hire a PR agency. We realized that while the designs were amazing, we needed professional help to create a proper brand narrative, get media attention, and start building the business for the market. We invested everything we had into that vision. All of our money, time, and energy went into making this brand successful. Honestly, it was all or nothing for us. We knew there was no turning back. We believed in the product so much that it never occurred to us to have a Plan B.
We knew we wanted to create beautiful products and grow this brand, but at that point, we were really just taking it day by day. We started getting orders through Facebook, then pop-ups and that was our first real taste of success. That’s when we decided it was time to expand and start our website.
It wasn’t a fancy one at first. It was built on WordPress, just a simple platform that allowed us to start selling online. Even that felt like a huge leap forward. And then at one point, our PR agency reached out to us, and wanted to know if we had any clothes to send to celebrities like Deepika Padukone and Sonam Kapoor. We just said, “Yes!” Even though we didn’t have a large clothing line at that point, we said yes because we knew this was an opportunity we couldn’t miss. And Deepika wore one of our pieces. That was a pivotal moment for us. The exposure we got from that was incredible. It gave us the confidence to continue growing and to push ourselves creatively. That’s when we really started working more on the clothing line. And over the years, we've continued to develop pieces that were not only beautiful but tied into the vision we had for the brand.
Cord has cultivated a distinct, recognisable aesthetic that is wistfully artistic. How intentional is this branding, and how has it evolved over time? How have you adapted the same to be reflected in an offline space, with your stores in Delhi, Mumbai, and Hyderabad?
Pranav: By 2016 and 2017, we had a fully realized collection — bags, clothes, everything we wanted. It was an exciting time. And alongside the collection, we realized that we also needed a physical presence. We always knew that we wanted to have a store; a space that would reflect the essence of Cord; a boutique that would feel like home for the brand and our customers. We envisioned a place where people could come in, experience the products in a very personal way, and also experience the brand beyond its products and name.
Neha: Our offline spaces also reflect this distinct language. As Pranav mentioned, we incorporate souvenirs and create a vintage, Art Deco-inspired vibe. From the tiles and furniture to the fabrics of the curtains and even the music we play in the store, everything ties back to our brand ethos. As we shared, travel is very close to us and to Cord’s journey, because it's some way inspired us. So whenever we travel, we come back with new inspirations and souvenirs, and we might see a hint or two in our collection. We even feature these bits and pieces from our personal collection in all our stores. It's kind of a memory to us. All of our stores are decorated with those travel souvenirs that are a representation of our journey, and of our brand's journey in the store. We designed everything ourselves, right down to the smallest details. From the décor to the music playing, it all had to reflect our aesthetic and the core values of the brand.
Pranav: Our upcoming concept store we’re planning to open up soon in Chattarpur takes this further. It’s more than a retail space; it’s a community hub with a small café. This space isn't just for shopping. We want people to come, feel at home, and create memories - whether they shop, enjoy a cup of coffee, or simply hang out. We hope that it might become part of someone's daily routine, where they stop by to soak in the emotions associated with Cord. To that end, we're also working with some like minded ceramic artists, jewellery brands and more to make this space more of a 'Cord' lifestyle store.
With modern consumers gravitating toward timeless designs, how do you strike a balance between maintaining a vintage-inspired core and introducing fresh, innovative concepts? Do you think your use of certain materials, such as velvet, corduroy and linen, or the usage of certain techniques like smocking and quilting contribute to the narrative of nostalgia and durability within your collections? If so, how?
Pranav: Cord is a blend of vintage and modern aesthetics. That’s how we came up with the name. We’ve always been fascinated by vintage elements, whether it’s the silhouette of a dress, a certain fabric, or a print. But we didn’t want to be limited by nostalgia. We wanted to present these elements in a way that felt fresh and modern. Our clothing, bags, and accessories are a reflection of that blending of the past and the present. They’re timeless, yet contemporary.
Neha: Colour has always been at the center of our work. From the very beginning, we were obsessed with creating beautiful, rich color palettes. Travel and culture also play such a huge role in our inspiration. I remember visiting the MET in New York, and there was this room filled with women dressed in 1940s or 1960s English style. It was like something out of a painting — there was one woman playing the piano, and another having tea. It felt like time had stood still. That moment inspired one of our prints, 'High Tea', which incorporated that vintage vibe.
Your label frequently features images and stories of your patrons, as well as sharing excerpts and vintage finds from your journeys. How do you think integrating these narratives into your branding helps foster a sense of community?
Pranav: Every place we visit leaves an imprint on us, especially because we seek out slice of life experiences, visiting local markets and such. We bring those experiences back with us, and they show up in our prints and our designs. They become part of our creative language. For instance, a recent trip to Portugal led us to develop a collection inspired by the country’s rich cultural history, which we later showcased at Paris Fashion Week.
That’s the beauty of travel, right? it’s not just about seeing new places, but about how those places change you and inform your creativity. All of those experiences, the sights, sounds, and even the food, are translated into art prints and designs in a way that feels authentic and personal. And it’s not just the aesthetics that come from travel. We may take images of landscapes we saw, and then go back to them for a future collection, and then depict them into a print for our collection.
Neha: Even history for that matter, very softly sneaks into our designs. The smocking technique that we feature is basically seen on garments that were most commonly worn by English farmers, because of their functionality. And while we didn't plan to incorporate them, it happened organically.
Pranav: We want to create pieces that tell a story; pieces that have meaning, that connect with people, and that allow them to express their individuality. And we feel like we’re just getting started. There’s still so much to explore and create, and we’re constantly evolving. The response from our customers has been incredible. The brand is growing, and our presence is expanding. We’re now in multiple cities in India and have stores in Delhi, Bombay, and Hyderabad. We’ve also expanded internationally and recently showcased our collection in Paris, which was an amazing experience.
Neha: Today, we’re delighted to see how many of our customers love to wear Cord while travelling because our pieces are super functional, and comfortable while looking good and making a statement.
Pranav: So the products that we make are really pieces that we can wear from day to night, depending on how you're styling it. The versatility of our designs is what has made our customers love Cord.
Many of your collections, like Daily Hymns and Afterglow, lean heavily on themes of comfort and nostalgia. How do you translate the abstract and layered emotions of things like Autumn or festivity into tangible designs? Evoking a sense of familiarity and warmth through designs and campaigns alike, how do you ensure consistency while still making sure you're evolving?
Pranav: From the very beginning, we were clear about one thing: our products should not only be beautiful but also evoke an emotion. For us, nostalgia is the emotion we want people to feel when they look at our products. They bring a sense of warmth, a familiarity, yet they're still something new. It’s that balance of feeling like you've seen something before, but it’s still fresh and exciting, that we aim to achieve. Whether it’s our prints or our visual language, we always incorporate this sense of belonging. That feeling of, “I’ve seen something like this before, but it’s still so new,” is at the core of how we create our visual identity and prints. We wanted that emotion to be closely tied to our brand.
Neha: If you look at our products, you’ll notice that the colour tones we use are designed to evoke emotion. We achieve this through a carefully chosen color palette. The colors are warm, often with a sepia tone, which gives everything a vintage feel. It’s what we like to call the "vintage filter" because it’s inspired by the past but feels timeless, almost heartwarming. These colors, along with our prints, which often depict scenes or landscapes, play a key role in our designs. The silhouettes and details also matter deeply to us. We use techniques like smocking to add texture and interest. To top it all - it’s about how we shoot them. The way we capture the products is how they stay in people’s minds and help define the brand.
For example, we featured things like teacups or the act of making tea in our Daily Hymns campaign because it’s about finding beauty in the mundane; in the small, everyday rituals that we often overlook. It’s not about doing things differently to make them beautiful — it’s about observing and appreciating the beauty that already exists in our daily lives. When we see objects like a teacup, a kadhai, or a samosa, they connect us to our childhood. They evoke nostalgia in that sense. That feeling of nostalgia runs as an undercurrent through all our shoots.
Pranav: We’ve been fortunate enough to collaborate with amazing artists, photographers, and stylists who truly understand our vision and bring it to life. They understand what we as a brand stand for, and help capture the visual story we want to tell, and a lot of credit goes to them for making our brand come alive.
What does it mean for you to be Homegrown?
Neha: It means everything to us. We've been able to build this brand because we are Indians and realise the vision we had, because of the amazing resources that are available to us here. India’s incredible resources — block printing, craftsmanship, smocking — are the foundation of what we do. The world is finally recognizing the talent and skill here, beyond just cheap labor.
Pranav: Our idea was always to elevate this craftsmanship, and we’re grateful to be part of such a rich ecosystem. We started with leather products and the kind of stitching and techniques that we use, or the kind of smocking details that have become our signatures, require a high skill of craftsmanship. So the pool of craftsmanship and skill we have in India, we wouldn't have been able to do what we do as a brand, if we weren't a Homegrown Indian brand.
Who are you beyond Cord?
Pranav: Beyond Cord, we’re parents first. Mom and Dad!
Neha: As new parents, our baby is a big part of our lives right now. Then comes being co-founders. Besides that, we’re explorers, and overall chillers of sorts. That being said, Cord is like our first baby. It's an extension of ourselves and everything we do feeds into its identity.
Pranav: It’s a representation of our personalities, whether we talk about travel, vintage fashion, and good laughs whether that is a comedy show, or going out to theatre. So beyond the brand, we're just regular people who love to hang out and have a good time.
Follow Cord here.
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