NO GREY AREA IS A CREATIVE JOURNEY THROUGH TIME. DELVING BACK IN HISTORY AND EXPLORING THE MYSTICISM OF ANCIENT INDIA, THE LABEL BECAME A PROFOUNDLY HEARTFELT TRIBUTE TO AUTHENTICITY IN CULTURAL REPRESENTATION.

FOUNDER AND CREATIVE DIRECTOR ARNAV MALHOTRA PERCEIVED IT AS AN INTRICATE EXPLORATION OF HIS CULTURAL ANCESTRY.

INTRIGUED BY THE EVER-EVOLVING IDEA OF CONTEMPORARY CASUAL WEAR AND ITS TRADITIONAL MANIFESTATIONS IN INDIAN CULTURE, THE LABEL ENCOMPASSES HERITAGE AND MODERNITY IN ITS COLLECTIONS.

FOR CENTURIES, INDIAN DRESSING HAS BEEN INTERPRETED BUT NOT EMBRACED, SEEN BUT NOT APPRECIATED TO ITS FULLEST POTENTIAL. FINDING INSPIRATION IN PEOPLE, ART, CULTURE AND MOST OF ALL, THE EVERYDAY. INTERPRETATION OF ALL THREE, DRIVES THE CONSTANT EVOLUTION OF THE LABEL AS A WAY OF UNDERSTANDING ITS WEARER.