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Inshadycompany’s founder Sonia Luthria says she was struck by frustration, not inspiration, when she came up with the concept of her accessories brand. “Main logon ko topi pehna rahi hoon,” she tells me. Without even realising it, Sonia captured the essence of Inshadycomapny perfectly with that one line. A brand that doesn’t take itself too seriously, but manages to make its customers feel good–Sonia Luthria’s brainchild is the fun-loving antidote to one-size-fits-all marketing and perfect product shoots. Today, her collection includes spunky hats, truly unique earmuffs, fanny packs that are quite cool, and bags that have your back.
The interesting use of textiles, vibrant colours and design that celebrates inclusivity – Inshadycompany lends an identity to its wearer, just as it did Sonia. “I had been doing odd jobs for a while and had some really horrible bosses. I think I was stuck in a rut and needed to make some changes, I never thought of starting anything, but at the same time I felt like I was going nowhere. I realized I was just drifting through life and had no real purpose. Not that I’m saying that making hats is my sole purpose but I needed a sense of identity which I lacked.”
Inshadycompany’s Instagram, on the other hand, has a very strong voice. “I think that it is pretty versatile, in the sense that it’s for everyone. The colors and patterns are vibrant, and uplifting.” Sonia’s consciously chosen to photograph real people, not models, being their shady selves and showing off her quirky gear. People from all walks of life are strutting their stuff, infusing Inshadycompany with a healthy dose of diversity. Age notwithstanding, children, grandmamas and 25-year-olds wear Sonia’s creations with joy – something that helps Inshadycompany stand out in the sea of “stuff” that’s now available on Instagram. “I want to see all kinds of people in my hats-old, young, tall, short, big, small-it doesn’t really matter. My nani modelled a few hats and earmuffs, she is the best model by far,” Sonia gushes.
Inshadycompany’s earmuffs have become their most popular item. On the creation of them she says, modestly, “There is no real science to it. I follow basic shapes and just use different fabrics and patterns - the fabrics are mostly sourced in Bombay and everything is made here too. The earmuffs were a little different as I didn’t really have a prototype to follow, I just experimented with it and liked what I saw.” Check out Sonia’s nani rocking these bright earmuffs with ease and oodles of panache.
Inspired by India, some of design elements and motifs include the sitar, the bejewelled hands of a Bharatanatyam dancer, some gota-patti work, traditional Indian textiles and lots of beads. On the future? Sonia says that she’s not great with making plans but is “hoping that she can continue to put a topi on it”. She worries that given the sheer number of accessories brands now finding their niche through Instagram, people will get bored if she doesn’t continuously innovate. So far, so good though, Sonia tells me. “I get a lot of repeat customers and that feels really good knowing that people are coming back, especially since I didn’t know what to expect when I just started.”
We’ll definitely be repeat customers.
Price: On request
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