'itr' by Khyati Pande

The word ‘इत्र’ [ITR] (pronounced as I-tra) comes from the arabic word ittar, which means essence.

The brand believes in contrast, everyday essentials, and beauty that lies in minimalism. At ‘इत्र’ [itr] each design is crafted by carefully curating and juxtaposing textiles of different genre, to create a unique essence. The Garments are a blend of modern sensibilities, fused with traditional silhouettes and imbibes the principle of longevity and sustainability, in terms of design and material practice. The idea is create unbiased designs, which are not bound by trend, time, age, size or place, garments for a timeless wardrobe, that can be borrowed and shared within generations.

Our Design philosophy is to ensure the longevity of clothing by designing & developing high quality fabrics locally produced, offering traditional classic cuts and creating beautiful, timeless pieces. From fibre to garment stage our entire design process involves the elements human hand craft, which makes our design process slow & sustainable. As a designer the focus is to craft designs that are more local, rooted and sensitised to its maker and the environment. With each new collection we try to collaborate & incorporate a new craft technique which comes with its own set of challenges. Being sustainable isn’t one set destination, its a never ending beautiful journey in itself.