Necessity is the mother of invention. So, when Saideep Borra didn’t find what he always wanted to wear in Indian apparel stores, he, along with his business partner Rahul Tamada went on to establish Indian Peacock, a brand that has semi formal shirts, Nehru jackets and full coats for men, all made from handloom fabrics. Indian Peacock was born out of a need to not only expand men’s clothing in handloom, also their own desire to make a fashion statement.
The outcome is a crisp, stylish, traditional yet subtle collection that men can wear to work, parties or for a very formal occasion. In order to create a strong identity to the brand, Indian Peacock works only with weavers of Pochampally. “We wanted to promote the traditional weaves along with creating a style statement. Hence we decided to work with only Pochampally and ikat patterns. We source the material directly from the weavers in Pochampally and from a small village near Yadagirigutta. We chose Pochampally and ikat because apart from being fashionable, they are socially relevant and eco friendly as well,” says Saideep. Describing the brand Saideep adds, “Indian Peacock is an endeavour to showcase superior fashion sense with economical pricing. Our structured fit apparel are made with subtle design detail and workmanship to look dapper at all times. This could be the reason why most of the buyers of our brand are women. While they are happy to shop for the men in their life, they also request us to start creating something for women,” smiles Saideep.
Traditional weaves and handlooms are known for bleeding colour and their shrinkage. How does Indian Peacock erase such concerns? “We pre-wash the fabric, iron it and then proceed to stitching. This prevents them from bleeding and shrinkage and increase its life,” Saideep explains. They duo says they make sure they pick and choose colours that can be worn at any time of the day. This is possible only when they pick the fabric on their own. “That gives us the authority on what we are going to work with. We don’t want to stock anything that would be picked up at the first glance,” adds Saideep. How did the brand manage to get good tailors in the city? “That was a challenge. We tried a lot of units with various styles. We took some time to get our choice of crew. So when we rolled our first collection we were sold out within days without any formal publicity. All the publicity happened through social media.”Indian Peacock can be found on Instagram and their collection can be purchased from www.indianpeacock.com
