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From Rosie Huntington-Whiteley to Deepika Padukone during her Maternity era and every other Zoomer that I meet on the daily, there has been growing love for loose-fitted jeans - whether you call them mom jeans, boyfriend jeans or ‘barrel jeans’. From Alaia to Stella McCartney in the global high-fashion avenue and from Bluer to Denimals in the homegrown fashion regard, baggy jeans have taken the market over and as an Indian, nothing could be more welcome. When talking about homegrown brands that are doing modern attire, especially jeans that have garnered a customer-favourite hallmark, the label Our Own Pace is one worth talking about.
When discussing the story of Our Own Pace (OOP), their Horseshoe Jeans are a distinctive piece blending structure and versatility that can lead the conversation. Founded by fashion creators turned entrepreneurs, Shivani Boruah and Uday Shankar, is a brand that is all about cultivating slow fashion and honouring Indian craftsmanship, but in keeping with global fashion trends. Made from quality materials and offering a tailored, yet comfortable fit, these jeans reflect OOP’s commitment to sustainable, thoughtful fashion.
When asked about the indelible interaction they’ve had with their customers, it was not surprising that Shivani’s response was about someone gushing over the Horseshoe Jeans that are available in 4 variants - Raw Indigo, Raw Black, Indigo Wash Split, and Deep Blue Split. While the former are solid jeans, the latter are of the patchwork style. OOP’s take on the Barrel jeans with curved, wide legs that taper at the ankle works with most body types and personal styles.
“We’ve had so many meaningful exchanges with customers, it’s hard to choose just one,” Shivani shared. “Recently, someone messaged me saying, ‘I think Our Own Pace created the best jeans ever. I downsized my wardrobe years ago, and these jeans are my absolute favourite.’” This feedback underscores OOP’s philosophy: creating pieces people will wear for years, not just seasons. As Shivani notes, “We wanted a piece that combined the timeless appeal of denim with the comfort people expect from slow fashion.”
Finding Their Own Pace
Shivani and Uday's shared history as fashion bloggers and retail industry professionals influenced their vision for OOP. They both noticed a need for sustainable, everyday clothing that was both high-quality and accessible. The pandemic accelerated this vision, giving them time to reflect on simpler, more mindful living. They launched OOP in April 2024 to provide slow, conscious fashion. “The pandemic reshaped our values,” Shivani explained. “It brought a shift toward simplicity and mindfulness, which inspired us to create a brand emphasising quality over quantity.”
Notably, the brand’s pieces are made from Pre-Consumer textile waste and end-of-roll fabrics from the best mills in India, that would have otherwise ended up in landfills. By following this method, Our Own Pace is saving energy and essentially giving ‘waste’ a new life. Each Our Own Pace garment begins with a commitment to minimising waste. Their Horseshoe Jeans, for example, are crafted from carefully selected deadstock and raw denim sourced from renowned Indian mills. This conscious sourcing, combined with biodegradable trims and small-batch production, means that every item aligns with Our Own Pace’s mission to create with intention.
Our Own Pace’s dedication to traditional craftsmanship extends beyond sourcing materials. The brand works directly with artisans, whose expertise often lies in traditional textiles. Shivani recalled a pivotal moment:
“Our artisans told us they never imagined making Western clothing, especially jeans. Seeing them bring their craft to a modern silhouette like the Horseshoe Jeans was incredibly rewarding.”
Shivani Boruah, Co-founder, Our Own Pace
The artistry behind pieces like the Butterfly Ikat Shirt, which uses a complex Ikat weaving technique, is core to Our Own Pace’s identity. This meticulous process requires that each thread is dyed to form patterns when woven. By weaving these techniques into contemporary silhouettes, Shivani and Uday aim to preserve traditional craftsmanship while making it relevant for today’s consumers through modern silhouettes like Front tie peplum tops or breezy summer dresses.
Moving at Their Own Pace
Our Own Pace’s name embodies the founders’ commitment to a slower, more intentional approach when it comes to fashion consumption and production. After moving to bustling Mumbai, both Shivani and Uday realised the impact of constant hustle and the need for a lifestyle that allowed space for connection and reflection. “Living slow is about finding balance,” Shivani explained. “Our brand is about creating pieces that connect with people’s desire for mindfulness.”
This philosophy resonates with their audience, many of whom seek an alternative to the rapid-fire pace of fast fashion. Our Own Pace’s approach extends to their made-to-order model, which minimises waste and ensures each piece is crafted with care. But running a conscious brand like Our Own Pace comes with unique challenges. As a two-person team, Shivani and Uday handle almost every aspect of the brand, from design and sourcing to packing and shipping. Educating customers about the time and effort behind each handcrafted piece is also challenging. “Our biggest hurdle has been raising awareness about hand spinning, block printing, and natural dyeing,” Shivani admitted. “People often don’t understand the value of these techniques because they’re so accustomed to factory-made clothes.”
Despite these obstacles, Shivani and Uday are dedicated to growing OOP’s impact. They dream of expanding internationally and working more closely with traditional Indian crafts to preserve these arts. They also hope to see Our Own Pace featured in boutiques and envision launching a home line that aligns with their commitment to slow, intentional living.
Our Own Pace, as a brand founded by passionate sartorialists, is a call for a shift in perspective, urging people to value quality over quantity. Shivani and Uday's commitment to this mission is evident in their products, each reflecting a dedication to sustainability and artistry. As Shivani put it, “We’re not just creating clothes; we’re creating a mindset shift.” With their Horseshoe Jeans as a signature piece, Our Own Pace offers an invitation to embrace fashion that is thoughtful, meaningful, and built to last.
Follow Our Own Pace here.
