BALANCING act

With the debut of his label SHIFT, T, Nimish Shah aims to merge an international flair with an Indian ethos hos

At Mumbai’s Lakmé Fashion Week this past August, Nimish Shah’s debut label Shift garnered rave reviews. The young London College of Fashion graduate talks to Bazaarr about what makes his brand so bright on the radar, and how he’s defining a new Indian aesthetic for himself, while keeping his design contemporary.

How did Shift begin?

I had been dwelling over it for almost three years, but the business plan was drafted about a year ago, and then actioned straight away. I have been passionate about building a sustainable fashion product and service since my college days. Clothes are a simple commodity; they serve a very basic purpose. I wanted to create something that was made beautifully, something one could wear daily and still have fun.

What would you say is the ideology of your brand?

Simple, classic separates with offbeat detailing that is not massproduced. It has a special origin, and something one could cherish. It’s a no-fuss, no-season brand—pretty much filler pieces. I aam emphasising the use of khaadi and other artistic textiles. Most are handpicked or spe ecial-commission fabrics froom factories with high envvironmental and labour stanndards. Our organic cotton is certtified by GOTS (Global Orgaanictextile Standard), and our kh khadi di isi sourced df from government-authorised vendors. Signature textiles are commissioned exclusively to master weavers who operate through private facilities. I also source end-of-line fabric for my small runs (this helps me make good use of industrial waste).

What were your stumbling blocks while setting up your label?

The biggest challenge is to work within your supply chain. Vendors (both fabric and trims) are from an unorganised sector, or are big boys with insane minimums. Also, an authentic textile is difficult to find today (for example, Benarasi silk weavers are now using Chinese yarns!). In terms of staffing, too, it is not easy to train them on finishes, cuts, etc. One has to be extremely efficient with people skills.

What do you make of the Delhi-mumbai fashion divide?

In a classy Delhi nests a rebellious Mumbai, and vice versa.the fashion industry is still in its infancy, and this divide distributes the business opportunities. Since the offerings are different, one is very hopeful.

What are the ingredients of a truly chic woman?

Confidenceandasmileworkalongway.andsimplifyingyourdressing selection with a bit of imagination is a good start.