We are ready to popularise Overlays worldwide
Overlays Clothing is a forward-thinking brand dedicated to empowering creative individuals with high-quality, unique products that seamlessly blend fashion, comfort, and functionality. Committed to sustainability, Overlays focuses on refining details and creating eco-friendly designs that inspire positive change while safeguarding the environment. In an interview with Fibre2Fashion, Founder & CEO Shlok Srivastava discusses sustainable practices, focusing on trend, customer experience and more.
How do you see the rise of digital platforms and social media influencing the future of fashion marketing and brand visibility, especially for new and emerging brands?
The advancement of digital platforms and social networking sites has benefitted particularly new and developing fashion brands. Nowadays, due to tools such as Google Ads and social networks like Instagram and WhatsApp, every brand has the means of contacting and reaching the worldwide audience in the easiest possible way. But even in such flourishing conditions, a strong ‘why’ remains vital for winning an audience in this space—a strong reason behind the product and the brand. Those brands that are open about the cause they uphold, perform due diligence, and observe the lessons of the trade’s history tend to flourish more. Although this intensity of competition is also negative to manage at times, those who have a better product and equally engaging story will creatively leverage social media to develop a following and grow rapidly. In such a scenario, credibility and good moral standing about the brand is what will help one to become competitive in the fashion business and also help in the longevity of the business.
What inspired you to start Overlays Clothing, and how did you identify the unique style or gap you wanted to address in the market?
The inspiration behind starting Overlays Clothing came from a simple yet common problem i.e., the wear and tear of cotton T-shirts. After just a few washes, they lose their shape, colour, and softness, and often shrink. So, we wanted to create a T-shirt that would maintain its quality over time, with vibrant colours, a perfect fit, and a great feel. By blending cotton with sustainable fibres, we developed the OV3 fabric, which resists fading, shrinking, and wrinkles, solving 80 per cent of the issues with traditional cotton T-shirts. This obsession with solving everyday clothing problems led to multiple collections and continuous feedback-driven improvements. We did not just want to fill an existing gap, but we also aim to address real needs and create clothing that people want and need. Whether it is comfortable gym wear or everyday essentials, we always prioritise solving the challenges of the discerning customers ensuring that our designs satisfy their requirements.
How do you define the core values and aesthetics of Overlays Clothing, and how do they set the brand apart from other streetwear and urban fashion brands?
At Overlays Clothing, our core values are rooted in the belief that change is constant and necessary. This philosophy permeates everything we do—from our design process to our company culture. We embrace change, both as a concept and as a driving force behind innovation. Our designs and prints consistently encourage individuals to embrace positive transformation in their lives, making change not just a theme, but an everyday lifestyle. This distinguishes us from other streetwear and urban fashion brands because we just do not simply make garments, but we also build a movement. Our designs are more than trends—they are reminders for our community to evolve and push boundaries. Whether it is the fabric, the fit, or the messaging, every piece we create reflects the commitment to growth and transformation, making Overlays a brand that speaks to those who are always looking to improve and make a difference, both in fashion and life.
Sustainability is becoming more important in the apparel industry. In your opinion, what are the biggest challenges and opportunities for brands in adopting sustainable practices?
Sustainability in the apparel industry presents both challenges and opportunities for brands. One major challenge is the fast-paced nature of fashion trends. Trends today change in less than six months, with some lasting only a few weeks. This rapid turnover pressures brands to constantly produce new items, leading to significant waste when unsold inventory is discarded. Brands with long-term goals, however, can more easily adopt sustainable practices, as they are less reliant on short-lived trends. On the other hand, embracing sustainability while keeping up with trends requires significant investment in new systems, faster production cycles, and disposal of older items. An opportunity lies in exploring innovative, sustainable techniques. For example, we have recently ventured into knitwear, where garments are made directly from yarns, reducing thread, fabric, and yarn waste. By finding and implementing such efficient processes, brands can minimise waste while still meeting market demands.
Could you share how Overlays Clothing approaches sustainable practices or aims to reduce its environmental impact?
At Overlays Clothing, sustainability is a core focus. We take a two-pronged approach to reduce our environmental impact. First, our bestselling products are made from a sustainable cotton blend fabric called OV Free Tech. This blend is not only more eco-friendly than traditional cotton, but the fibres used are also less harmful to nature. Second, we prioritise careful inventory management. By using data and customer feedback, we ensure that we produce only what is needed, avoiding overproduction and reducing waste. In 2024, our rejection rate has been near zero, minimising waste from excess garments, water usage, and chemicals. Additionally, we use paper mailers instead of plastic poly bags, further reducing our environmental footprint. Through these practices, we are committed to making fashion more sustainable while meeting customer demand responsibly.
Your website showcases a vibrant and unique style. How does the design process work for each collection, and what role do customer preferences play in shaping your collections?
Our design process is ingrained in a culture that prioritises creativity and a deep dedication to our customers. We begin each collection by exploring trends and listening to what our customers truly want, allowing us to create pieces that resonate with their style and preferences. Additionally, customer feedback plays a vital role, while guiding us in refining our designs and ensuring each piece aligns with our brand’s vibrant, unique aesthetic. This commitment to both design innovation and customer satisfaction motivates our team to deliver collections that feel fresh, meaningful, and crafted with care for the people we serve.
The fashion industry is known for its rapid trend cycles. How do you think brands can balance staying on-trend with maintaining a consistent brand identity?
The world of fashion is evolving at a great speed and therefore brands are expected to keep up with the changes while doing their best to maintain their brand identity. Unlike most designers, at Overlays we are more concerned with setting trends than with following them. By extensive research on the construction of fabrics, colours, and silhouettes as well as social trends, we manufacture products that are not only relevant to the present and the future but are also intended to be ahead of the game. We place a strong emphasis on designing products that stand out in the market—products that are different from what is already available. We are mindful of trends, but the most important thing is that we want the people in our community to be involved in and passionate about what we are making. We seek the reaction of our audience continually to design things that they would want. It is this combination of introducing new ideas to the existing many, taking into consideration what the community wants, and having set goals for the brand itself that enables us to create such pieces that are trendy yet still within the confines of the brand’s philosophy.
How do you ensure Overlays Clothing stays relevant while maintaining its brand identity?
At Overlays Clothing, we ensure relevance by staying one step ahead of trends while preserving the distinctive brand identity. Our design process is deeply embedded in community engagement. Also, we regularly involve our audience through feedback on colourways, prints, and silhouettes, ensuring that every collection resonates with their needs and preferences. Though we keep an eye on emerging trends, we do not follow them blindly. Instead, we innovate by tweaking designs—whether through unique washes, silhouettes, or fabric techniques—so this helps our products to stand out in the market.
We also prioritise adding new elements to each collection, whether it is introducing new product categories or experimenting with Indian craftsmanship, dyeing, and printing techniques. Each collection is driven by a clear theme, and we incorporate cutting-edge design techniques, ensuring that our clothes remain fresh and distinct. Our consistent visual language, from free-spirited illustrations to vibrant prints, ties everything together, maintaining our brand’s core identity across collections and platforms. This blend of innovation and consistency keeps Overlays relevant and authentic.
What challenges have you faced in building and scaling Overlays Clothing, and how have you navigated these challenges?
Over the past three years, Overlays Clothing has been facing an enormous challenge in terms of scaling up its operations to match demand, which has always exceeded our production abilities. We have been making systematic improvements to our inventory, warehousing, and indeed, to all of our operations, in a bid to catch up with the ever-increasing need without compromising on production standards. Additionally, as a company under the public eye, we have encountered unexpected challenges such as website hacks and data breaches that usually larger established businesses typically face later in their growth. Such situations have put our fortitude to the test. To combat such threats, we have strengthened and implemented security measures, formed specialised legal and technical teams, and concentrated on developing better processes to preserve our brand and customer trust. This has made it possible for us to evolve despite the difficulties, and consequently, we have been able to remain dynamic and tackle both operational and security challenges when required.
With e-commerce booming, what are some effective ways fashion brands can create memorable, engaging customer experiences online compared to traditional in-store shopping?
With booming e-commerce, fashion brands can develop memorable, engaging online customer experiences by focusing on community building and visual storytelling. At Overlays, we have built a dedicated online community using tools such as Instagram and WhatsApp, through which we interact with our customers, gather feedback, and even involve the customers in the design process. This two-way communication ensures that our products align with what the audience truly wants. Additionally, since customers cannot physically touch or try on products, we emphasise high-quality, visually compelling campaigns and photoshoots that reflect the product’s true essence. Another key aspect is exceptional customer service. We make sure that any issues are resolved swiftly, ensuring that each customer feels valued and part of the Overlays community as this personal touch can create loyalty and a sense of belonging.
How has Overlays Clothing leveraged online platforms to reach and engage your target audience?
From the very beginning, Overlays Clothing has embraced e-commerce as the primary channel for growth. With over a decade of expertise in the world of technology via YouTube, I recognised the reach and potential of e-commerce greatly above traditional retail. We were able to connect with a global audience by going online, which would have been extremely difficult to do using offline strategies. We purposely designed our brand to be global, guaranteeing that our products reach clients all over the world. We believe that when a product is exceptional, scaling becomes less complicated. My design expertise plays a key role in this, as I ensure that the collections—whether basic cotton tees or premium jackets—solve actual challenges while delivering exceptional quality.
Our e-commerce strategy is not just about selling products; it is about reaching untapped potential. We have only scratched the surface of what we can achieve and believe that our products, combined with strong marketing, will drive greater success moving forward.
Customer feedback can be a goldmine for any brand. How does Overlays Clothing gather and utilise feedback to refine products and improve the customer experience?
Overlays Clothing pays special attention to customer feedback as this is our main focus. Within the three years that we have been in operation, we have created an interactive community that contributes effectively to every decision we make. Our community, unlike typical brand communities, is highly critical and honest, offering constructive feedback on our products, campaigns, and designs. This approach, which is objective and primarily data-driven, allows the company to get to the expectations of the customers quite well. To do this, we collect responses through the administration of fliers, conducting polls, or engaging on social media. For instance, we share the unreleased designs of our products and ask the community to vote for the one that they like the most. There are even instances when we have decided to throw away designs that we considered great but whom the community did not relate to at all. Their contribution has influenced critical decisions concerning products and campaigns to ensure we are in line with the desires of our clients. So, customer feedback is the very essence of growth and strategy for the brand.
As an entrepreneur, what are some key lessons you have learned from launching and growing Overlays Clothing that you would like to share with aspiring fashion founders?
At Overlays Clothing, we are still on a journey of growth and learning, so I would not say that we are in a position to give out advice just yet. But there are a few important points that we have learned over the years. The first one is the fact that product quality cannot be compromised. It does not matter how well you hype the product, if it is not a decent product, it would not speak to the consumers and there is no way to grow the business. The second one is the obsession with the customers. We have been lucky to have customers who have endured difficult times with us and their contribution cannot be overstated. Feedback from those early-stage customers has been one of the strongest catalysts of our growth as they are the ones who endorse the cause and hence the outcome. Therefore, it is crucial to prioritise product quality and create good customer experiences. Once we are at the level of expansion where we can provide further details, we will gladly do so.
Looking ahead, what are your goals for Overlays Clothing in the next few years, and are there any new projects or expansions you are particularly excited about?
In prospects, the year 2025 excites us a lot. After spending time improving our systems and adapting our processes, we are prepared for significant expansion. This will entail more designs, more supply, and filling new categories – areas such as motion pictures for instance. History and mythology styles that create an ancient fashion line using semi-precious stones, metals, and crystals in the future is one of the big projects we are excited about. We want to develop such pieces of clothing that will be inspired by the future trends of fashion but will look into the past as well. Furthermore, in the course of our activities, we will do more such photo shoots and runway shows as the recent one which was quite successful. We intend to improve on these, providing exceptional visual appeal. And yes, there is a need to aim at expansion, which is a very important objective. We are ready to popularise Overlays worldwide as it is the time for us to focus on the fashion map beyond our country.
Finally, what role do you think technology—such as AI, 3D printing, or virtual reality—will play in the future of fashion design and manufacturing?
The future of fashion design and manufacturing will be defined and transformed by technology especially AI, 3D printing, and virtual reality, amongst others. At Overlays, we have already embraced AI to generate creative ideas, campaign concepts, and visual references, streamlining the design process. AI allows us to play with many designs, colours, and concepts within a very short period, which helps us keep up with trends without compromising on speed. 3D printing can change the game in the product development stage as it allows brands to bring to life intricate and highly personalised designs and make custom fashion pieces on demand reducing waste generation. Although we have not yet done this in product development to the full extent, there are numerous opportunities. C-Games is another technology that allows the consumer to experience the clothes without them being there, for instance, providing virtual change rooms or shops in which the consumer can look at the merchandise without the need to physically be in that space. Fashion creation in the coming era will be faster, more exciting, and tailored to the customer by the brand that understands these technologies.
