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Purushu Arie

Purushu Arie: breaking stereotypes on Indian fashion scene

When it comes to fashion, there’s a little country of 1,2 billion souls which is very often forgotten in Western media: India. We had a chance to catch up with one of its most prominent digital figures, Purushu Arie.


When did you start blogging and why?

I started blogging in 2008, when I joined NIFT, New Delhi to pursue graduation in fashion design. The idea was to create a scrapbook where I could write about anything that inspired me as a fashion design student which includes runway collections, quirky design elements, illustrations, photography and my own creations.

Purushu design collection

An image that I posted in one of my most recent blogpost is taken from my graduate design collection at NIFT New Delhi. The garment denotes the change in Indian costume history after the British raj invasion. The visual portrays a traditional Indian sari that transforms into a notch collared top in the runway.

India is definitely rising on the global fashion scene. In the meantime, in Europe or in the US, a lot of media associate India to sweatshops: what do you think?

As a part of my learning experience, I have visited many small-scale industries and factories in various textile manufacturing hubs in India. At least, I personally haven’t encountered any of those extremely hazardous environment or human rights violation as it’s reported in the media.
But the biggest problem that we’re still facing is child labor. Many children from the age of eight and above are still seen working in small-scale textile industries. But when you interact with the kids, you get to hear the other side of the story. Most of these underage-labor belong to extremely down trodden families and they are left with no choice but to work in order to fulfill their basic necessities of foot-shelter-and-clothing. The children I interacted were clear that they are left with no other choice, but to work in order to support themselves and their families. Most of them optimistically call it as their way of learning & receiving formal training. It amused me to see young children operate looms with such ease and expertise and have more knowledge about textiles and manufacturing process than we students did in spite of receiving formal training from the nation’s most prestigious fashion school.

Benaras child labor

If asked to make a choice between working to earn their basic necessities or attend schools to have formal education, I won’t be surprised if most of these downtrodden kids will choose to work, as it’s happening now. Sometimes, things are beyond anyone’s reach and what’s even worse was that I couldn’t even disagree these kids.

Benaras children developing motifs

The Indian textile industry offers employment to over 35million people in the country with 10-16% of share on total exports. While we have our own strengths to boast about, the sweatshop-working-environment has been a major problem that our textile ministry is presently tackling. With constantly dropping poverty rate, stricter laws and awareness created by NGOs and media, the situation is improving faster than ever before.

“Fashion can change the world”: do you agree?

Fashion is a way of life, which constantly changes with the changing world & society. Various socio-political factors have affected fashion throughout the history and will continue to do so. I am not very sure which statement is right, ‘fashion CAN change the world’ or ‘fashion changes WITH the world’, for all I am sure about is that the change is necessary for us to be a progressive race.

What are the fashion brands or blogs from India that we should follow?

While the Indian retail formats are still emerging and will take time to level the likes of H&M and Zara, the fashion designers here have made us proud by reinventing forgotten traditions & customs. Apart from celebrated fashion designers like Manish Arora, young designers such as Arjun Saluja, Annaikka, Kallol Datta, Anand Bhushan and Rimzim Dadu offer quirky designs which are unique and targeted at the modern Indian society.
Two of the most favorite Indian fashion blogs at the moment-

Personal Style: Akanksha Redhu
Opinion: The Picky C

What can we wish you?

Hmm…Wish me luck for something big that I am working on presently! Yes, you’ll hear about it in future :D


New Balance, Tea Pack 576: END clothing rocks the tea bags

END clothing knows how to create masterpieces. Not that we Frenchies are a bit jealous of their creativity but what they do is seriously inspiring. Look at this special edition: New Balance Tea Pack 576. Brilliant.

new balance TEAPACK_all


“The ‘Tea Pack’ comprises of three colourways of New Balance’s ever-popular 576 style, each colourway inspired by the three most popular varieties of tea at the NB factory in Flimby; English Breakfast, Earl Grey and Peppermint. Each style includes a tongue label graphic highlighting the specific tea that inspired it’s colourway and matching lace lock. High-end material executions for this premium pack include luxury nubuck and pigskin uppers and extra laces packaged in a collectable tea bag.”



To find our End Hunting Co. store and updates on the event, visit their Facebook page. For more information on the New Balance 576 Made In England Tea Pack, please email

New Balance – Tea Pack Release Party At End

keystud-x3 boX

Pierce Your Keys. BoX, design worth stealing it

We’ve been following Box for quiet a long time now. And they’re back with an impressive new set of design pieces.

Design enthusiasts now finally have an option beyond the age-old Tiffany & Co. key ring. boX, a New York based accessory line, is releasing the keystudTM, a reinvented key ring that mimics a stud earring.

boX’s product line of 9 daily essential accessories aims to fight visual pollution from the endless branding, product warnings and physique destroying bulk. Their branding effort began with ‘Black Box,’ their erotic film noir short, which was an official selection at the Cannes Film Festival in 2011 and at the La Jolla Fashion Film Festival in 2012.

The boX product line is now available via their crowdfunding campaign on Indiegogo.

designs worth stealing from boX on Vimeo.


Marks & Spencer’s Leading Ladies Campaign by Annie Leibovitz: a lack of narrative?

Mark & Spencer decided to launch a very sharp campaign as the iconic British brand is facing immense challenges these days. Called Meet Leading Ladies, and shot by Annie Leibovitz, the campaign tries to explore what is Great Britain inheritance…

“We wanted to mark this moment with a confident statement about UK style. The British have a history of being creative and pioneering and these women represent just that.”

Steve Sharp, creative director at M&S


It’s an impressive crew which has been selected: Ellie Goulding, the rising pop icon, recently featured in the last InStyle (and declaring that she loves her ASOS bomber jacket, sic…), mixing simplicity and talent. The amazing Monica Ali, whose novel “Brick Lane” is a masterpiece of the daily life of my neighborhood.
The thing is that the aim of this new positioning is pretty blurry for me. Is the brand trying to tell us that they are definitely this British evanescence? We already sort of knew that, and it’s not because you display amazing women that you earn what they represent.
And Annie Leibovitz…as VQ says, it reminds us Vanity Fair, America. Group portraits dillude the featured personas…strange.
There’s a lack of narrative at this point. Why revealing so many characters in one single press release? Except if it’s explicitly done to generate some coverages in the September issues of Vogue and co, I think that at this point the brand is missing another meeting with us, customers. There’s no coherence in the other social channels. On Instagram, kittens and wines are the most evocative contents…no link with the new campaign! We don’t know what the new collection is about…and seriously, even if we recognize Leibovitz signature, would you buy these very granny-like clothes?
I am a bit disappointed at this stage but let’s keep posted. M&S has all the beautiful stories inside to rejuvenate and make us dream…a bit.
The full list of ambassadors:
  • Helen Mirren The multi-award winning actress is known for her groundbreaking film, television and theatre performances, her candid opinions and her innate, confident style.
  • Katie Piper Having rebuilt her life following an acid attack in 2008, model and now successful TV presenter, has also set up a foundation to support people with burns and other disfigurements.
  • Ellie Goulding The singer-songwriter and skilled instrumentalist has already, during her short career, released two albums, won a BRIT award and performed at the wedding of the Duke and Duchess of Cambridge.
  • Helen Allen A staff nurse and mother of two, Allen is the founder of the charity PEPAIDS (Peer Education Programme Against AIDS) and was named Nurse of the Year in 2011.
  • Nicola Adams Becoming the first female boxer to win an Olympic gold medal at last year’s London games, Adams has battled injury with steely determination to get where she is.
  • Monica Ali The Bangladeshi-born, British-raised writer’s debut novel, Brick Lane was shortlisted for the Man Booker Prize and adapted into a film. She has since published two further novels.
  • Darcey Bussell A celebrated former Royal Ballet principal ballerina, Bussell CBE, retired in 2007 to an eight-minute standing ovation. She writes childrens books and is a popular television personality.
  • Laura Mvula The Brit Award nominated singer-songwriter, also a director of the Lichfield Community Gospel Choir, was, just over a year ago working as a receptionist when she landed her first record deal.
  • Karen Elson A model, musician and mother of two, Karen Elson has been in the public eye since she was discovered aged 15 and has worked with the world’s greatest photographers.
  • Jasmine Whitbread As the CEO of Save the Children and former International Director at Oxfam, the mother of two is known for her leadership skills, working with teams in 120 countries.
  • Grace Coddington The former British model and long-time creative director for US Vogue remains a hugely influential and outspoken force in fashion. Her memoir, Grace, was published late last year.
  • Tracey Emin The award-winning artist, CBE and Professor of Drawing at the Royal Acadmeny of Art, is best known for as a leading figure in the Young British Artists YBA) movement, her emotionally revealing work and her forthright views.
life palette michelle phan

em Michelle Phan: stories and emotions from Social Media to beauty palettes

It’s a real machine launched by YouTube beauty queen Michelle Phan with L’Oreal: called em Michelle Phan, the brand aims to create a community of beauty junkies for a totally new way of shopping for makeup. As explained on the dedicated website, “See what people like you are buying, check out the latest beauty trends and get advice straight from michelle. ready to get started? customize your profile now“.

The line features over 250+ products related to special life moments: “Love Life,” “Day Life,” “Party Life” and “Night Life” are part of a “Life Palette“.

A name based on selfie phenomenon: me in the eyes of others

After 2 years of development, Michelle Phan (and L’Oreal) expect to benefit from her strong fan base to spread the word about her new brand

Beauty lovers are increasingly consuming and sharing information digitally,  through online communities. We saw the power of these communities and wanted to meet them where they live – online. Michelle Phan’s expertise in makeup, plus her passion for teaching and empowering women has made her a digital phenomenon. She represents exactly what this line is all about – community, empowerment, artistry” Carol Hamilton, president of L’Oréal Luxe in a press release.

“em” is the reflection of the word “me”. A way to celebrate the growing social media community of consumers. And “em” also means “you” in Vietnames

em will have it’s own store in October, first in NYC and then worldwide.

espresso martini

Novikov soul

There are Russian girls with Saudi wannabe in Mayfair

The bins are filled of Evening Standard around Green Park station

Young Erasmus students are already dancing at Mahiki

Boats with straws of rum and strawberry float over the miniskirts

It’s the end of summer and a sweet rain brings London back to business

It’s old and young, and intense and decadence

There are bankers with black cards and golden heart

Strippers hook some love in the blurry corners

Espresso Martini on the rocks of our middle age crisis

It’s the world thrown away like a note in a coke-addict wallie

Logos and branded dreams face sometimes the emptiness

In the soft cotton of the beats banging the minds of fellows fighting the night

It’s not about getting drunk but growing punk

A planet of possibility where bouncers and bartenders could soon become

The next game-changers or innovators

Dresses from Mulberry are worn with style and pounds

But less natural than a print ad with Delevingne

We chase the stars like we chase the tables

It’s an indoor grease we need to escape

Outdoor a black man asks us if we want sophisticated girls

We told him most of our clients pay us and not the other way round

It’s London baby when wise husbands park their bikes close to the end of time

To go back home, still in love and certainly more fulfilled


reebok purple unicorn planet

How Reebok hijacked Nike with Purple Unicorn Planet

Remember our post on our French blog about the Purple Unicorn Planet (PUP)? Well, it seems like Reebok heard the team better than Nike! A fantastic news for consumers who finally have a new opportunity to improve the sneakers market. And to a certain extent improves the balance between men and women

Emily Hodgson and Emilie Riis, the duo currently lobbying Nike to make its coolest men’s trainers available in women’s sizes, have been invited by Reebok to collaborate on its women’s trainers.

Hodgson and Riis launched a campaign last month to shake up the predominantly pink and girly women’s trainers market under the name Purple Unicorn Planet (PUP), with a website disguised as a fantasy trainer shop at

The pair, who work together at ad agency 18 Feet & Rising, sent a letter to Nike with their requests. Purple Unicorn Planet has its own hashtag #pleasejustdoit and Twitter feed @PunicornP

Following the vast amount of press coverage and support PUP received since launch, sportswear giant Reebok got in touch to ask the two Emilies to collaborate with its team.

Meanwhile, Nike’s response to the campaign has been met with frustration and disappointment at PUP HQ. Nike sent a representative to meet with the pair to discuss PUP and subsequently issued the following statement:

“We have been in touch with Emily and Emilie and we find their campaign very interesting. We have always been and will continue to be supportive of feedback from our consumers. NIKE is committed to our sneaker community and will continue to work on offering new and exciting products.”

Despite Nike’s stated commitment to the sneaker community, the brand has given no explanation to Purple Unicorn Planet and its supporters on why the women’s range is so limited, and there is no response to PUP’s goal.
Emily Hodgson said:

“It’s great to see someone step up. We’ve been delighted and amazed by the response we have received since we launched PUP. The fact that the people at Nike haven’t yet given us the answers we’re looking for is a disappointment.”

Emilie Riis said:

“This is a big opportunity and failing to see it means you will be missing out. We want to collaborate with a brand that is taking the shortage in the category seriously. It’s great to see that we’ve struck a chord with so many women round the world who feel the same way we do, and we are driven by giving them a better trainer selection in smaller sizes.


Rihanna for River Island: streetstyle that does not totally look streetstyle

How to make streetstyle-like collections without being too “streetstyle”? That’s the performance of the new River Island collection for Autumn Winter. And we’re pretty sure it’s going to be a hit among teenagers and street culture fans.

The Campaign, shot by Lachlan Bailey, styled by Mel Ottenberg, and directed by Rihanna, highlights the rising supermodels: Ji Hye Park, Nayasha Kusakina, Milou Van Grossen and Tati Cotliar.

The new collection will be available on September 12. Yummie.


aw13 rihanna river island

allsaints sun city

AllSaints Sun City: when the London brand says “go to hell” to fashion advertising

We love AllSaints. Not only because Lilzeon lives in front of their flagship store, but also because there’s a sweet incandescence in each of their clothes and leather jackets. This time, they’ve released a very provocative film for their swimwear collection. Enjoy it.

AllSaints Film’s latest release is a seductive and subversive short film which confronts the clichés and conventions of swimwear advertising. A provocative tale of displacement and individuality, Sun City was entirely devised, shot and edited in just two long hot days in London this summer, demonstrating AllSaints’ continued spirit for creative disruption.

You can shop the Ember bikini right here.