We try to introduce a new fibre with each collection
Mastering minimalist elegance, the eponymous label Oshin Sarin redefines the relationship between comfort and aesthetics. Its core philosophy prioritises well-structured garments, moving beyond traditional gendered sizing and in favour of inclusive ‘body type’ categories. In a chat with Fibre2Fashion, Founder Oshin Sarin about her philosophy, her brand, sustainability and more.
How is the increasing demand for sustainable and ethical fashion shaping the sourcing and production practices of brands across the industry?
I feel a sustainable brand would work on the principle of producing in limited quantities and having a small stock. To meet a growing demand is never the goal here, because that would defeat the purpose of being conscious about the environment.
What roles do innovative fabrics and materials, such as bio-based textiles or recycled fibres, play in addressing environmental concerns in fashion?
The use of consciously and ethically produced fibres significantly reduces the environmental impact, as these textiles are crafted on handlooms in small cottage industries and produced in limited, order-based batches. By using recycled fabrics, we decrease the demand for virgin materials and help reduce the staggering 200,000 tonnes of textile waste generated globally each day.
In what ways is the industry addressing inclusivity, both in terms of size diversity and gender-neutral designs, to cater to a broader audience?
By offering customisation and respecting individual preferences and clothing choices, the industry is taking steps towards greater inclusivity. More importantly, it is gradually embracing the beauty of fluidity, recognising the confidence and strength it instils in individuals who wish to dress authentically as their true selves.
What inspired you to establish Oshin, and how does the brand reflect your personal philosophy?
My love for textiles and a deep curiosity about their making, origins, and the stories behind these beautiful fibres inspired me to establish Oshin. I have always dreamt of having my own clothing brand as a way to bring my personal aesthetic to life—exploring it freely and creatively, without limitations or unnecessary waste of resources.
As a fashion student, I was particularly focused on optimising fabric usage in my designs. It was frustrating to see fresh rolls of fabric being used for assignments, especially when I wondered what would happen to those materials once the project was over and a student’s exaggerated trail dress had been critiqued. This experience made me determined to build a brand that values resourcefulness and sustainability, alongside creativity and self-expression.
Oshin emphasises transcending boundaries and binaries. How does this ethos shape your design process and collections?
At Oshin, we focus on creating clothing for everyone while keeping an open mind, especially when handling customisation requests. Our designs draw on cross-inspiration, breaking traditional norms. For instance, if I naturally incorporate details like pearl beading or zipper teeth trimming into womenswear, I also integrate these so-called ‘delicate’ or ‘feminine’ details into menswear. This approach ensures that our collections transcend boundaries, embracing individuality and fluidity in fashion.
Your brand uses unique fabrics such as lotus flower and rose flower fabric. Can you share more about the development and sourcing of these materials?
All our natural fibres are partially biodegradable, as they are made using filaments extracted from the leaves, petals, and waste of flowers. These filaments are processed into pulp-like strands, which are then spun into longer fibres and woven into warp and weft to create various types of fabrics. I source these fibres from a cottage industry in Himachal Pradesh that ethically produces them on handlooms in small batches, ensuring minimal waste and sustainable practices.
How has incorporating a body type selection system into your sizing structure addressed challenges with fit and inclusivity?
We introduced a body type selection feature for each product, allowing users to choose the fit that suits their preferences. Initially, we offered a combined sizing option, but it led to fit issues in areas like shoulders, hips, and crotch, as certain body proportions differ significantly between men and women. To address this, we now provide an option for customers to select their body type before placing an order, ensuring a more accurate and comfortable fit while maintaining inclusivity.
Sustainability is central to Oshin, with the use of materials like recycled cotton and banana fabric. How do you balance environmental consciousness with maintaining aesthetic appeal?
We achieve this balance by designing with colours and silhouettes that flatter all body types while using natural fabrics that replicate the qualities of man-made synthetic fibre blends. These fabrics are chosen for their ability to match synthetic blends in terms of fall, fit, and structure, ensuring that our designs are both environmentally conscious and visually appealing.
Oshin’s sizing design is inspired by dice and game nights. How does this playful and nostalgic element enhance the connection with your audience?
The dice-inspired design offers a visual reference that is intuitive and easily understood, eliminating the need for explanation about how the numbering works. I wanted to make the website interactive and memorable, creating a unique experience at every stage of navigation. With online shoppers often encountering the same symbols and imagery across websites, this playful approach adds a refreshing touch, keeping the browsing experience engaging and distinctive for our audience.
How do you collaborate with artisans and craftsmen like Suresh Beeru and Jagarnath Behera to bring your designs to life?
My tailor masters and karigars are the foundation of the brand, and I am deeply grateful for their craft and talent every day. We often collaborate during the sampling process, brainstorming ideas, sharing thoughts, and refining designs through trials and errors to bring a concept to life. I always remain open to their feedback, valuing their insights and expertise as integral to the creative process.
The brand is described as a “capsule for our times.” How do you ensure Oshin’s relevance amidst evolving fashion trends?
I have never actively followed fashion trends, both as a producer and a consumer of clothing. I dislike the idea of looking like the next person in the room, as it takes away individuality. This philosophy is central to our design process at the studio. When creating a mood board, we deliberately avoid referencing trends, focusing instead on giving our clothes character and a unique identity. This approach ensures that our brand remains relevant by staying true to its distinctiveness and authenticity.
How do you leverage customisation and innovation to enhance customer engagement and loyalty in the growing digital-first, direct-to-consumer (DTC) landscape?
By offering customisation and accommodating customer preferences for fit, size, and comfort, we aim to create a more personalised and engaging shopping experience. Additionally, we try to introduce a new fibre with each collection to keep the line-up fresh and intriguing, ensuring every collection tells a unique story to our audience.
What role does Mumbai, as a cultural and creative hub, play in shaping the identity and operations of Oshin?
Mumbai is one of the most open-minded cities in India when it comes to embracing new ideas and initiatives. The people here appreciate the hard work and patience involved in creating high-quality products, even if they do not feature bright prints or heavy embellishments. The city also values stories of inspiration and craftsmanship, which aligns perfectly with Oshin’s ethos.
Looking ahead, what are your goals for Oshin, both in terms of expanding your collections and advancing your sustainability initiatives?
I envision Oshin as a fully sustainable 360-degree clothing brand, where old garments can be repaired and given a new lease of life to enhance their longevity. Additionally, I aim to create upcycled batches of fabric from textile scraps to produce items such as shoes, bags, and home linens.
