An Indian Duo Is Building a Sustainable Fashion Label Inspired By Feminine Duality

I remember when my instagram bio read ‘a basket(case) of contradictions’. On Facebook, almost like a relic of my social media past, that is still my bio. Even before I knew my identity as a neurodivergent person, I had recognised the contradictory characteristics within myself. This was because I saw a lot of seemingly conflicting interests and opposing values within myself and didn’t know where to put them. Today, duality and the balance that emerges from it are things that I understand all too well. More often than not, I realise that the best things in life emerge from the intersections of seemingly disparate ideas and inspirations. 

In the world of fashion, the concept of duality can take myriad forms. NOIB is a womenswear label that masterfully plays with contrasts, both in its designs and philosophy. Founded by the husband-and-wife duo Surabhi Vaidya and Rahul Mishra, NOIB, short for 'No In Between', is not just a label but a celebration of the modern woman's balancing act between multiple roles and identities.

NOIB’s design ethos reflects this spirit of duality. Each collection features two distinct elements that juxtapose one another: an eclectic print alongside a solid colour or even a combination of two different but unique original prints. This approach ensures that the brand can cater to a wide spectrum of tastes, from those who embrace statement-making attire to those who prefer the elegance of a minimalist piece. The name "No In Between" encapsulates the philosophy of rejecting the idea of a middle ground, instead offering pieces that exist firmly at opposite ends of the design spectrum.

This duality extends beyond the garments themselves, seeping into every corner of the brand: from its creative visuals to its founders’ contrasting backgrounds. According to a feature done last year with Indulge, Surabhi, an Oxford MBA graduate with a focus on economics and management, and Rahul, a designer with a keen eye for prints and textiles, embody the balance that NOIB seeks to achieve in its collections. Their complementary expertise allows them to craft pieces that are both sophisticated and playful, catering to the multifaceted lives of their target audience - modern women who navigate the dichotomy of professional life, personal ambitions, and everything in between.

Sustainability is at the heart of NOIB’s operations. The label champions eco-conscious practices, from using natural, sustainable fabrics to employing digital printing technology, which reduces CO2 emissions. NOIB takes its commitment to sustainability a step further by repurposing fabric scraps into scrunchies, a common practice that is an added gesture that reinforces the brand's dedication to minimising waste. This conscientious approach to production sets NOIB apart in how it promotes responsible consumerism.

The brand's designs go beyond merely dressing women - they seek to capture and celebrate individuality. Each piece in their collections is crafted with care, and designed to resonate with the vibrant personalities of their wearers. For this season, NOIB introduced a new chapter in its design journey with the Mythical Odyssey collection, inspired by the timeless stories of folklore and mythology. The standout Garden of Eden print draws from the biblical paradise of Adam and Eve, featuring motifs like apples, snakes, and the tree of life, while the Arabian Nights print evokes the charm of Middle Eastern tales. Celestial themes shine through in the Starstruck print, a nod to the universal allure of the cosmos, while embroidery in silver lurex thread elevates the pieces into luxurious, statement-making garments.

As NOIB continues to grow, it remains a brand that not only pushes the boundaries of design but also champions a philosophy that aligns with the evolving needs of today’s conscious consumer. Their dedication to bridging the duality that exists within them as people, and as a brand, and taking it to the world of design has resulted in crafting a truly original venture. 

Follow NOIB here.

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