We focus heavily on pattern-making and innovative silhouettes
Unrush is a conscious fashion brand dedicated to redefining modern wardrobes with timeless, seasonless clothing. Established as a response to the ‘fast everything’ culture dominating today’s fashion landscape, Unrush aims to slow down the pace—offering carefully crafted pieces that prioritise quality, longevity, and style over fleeting trends. Each garment is created using high-quality, locally sourced fabrics that retain their freshness through countless washes, providing a lasting addition to any wardrobe.
With a commitment to ethical production, Unrush creates its garments in small batches at women-led facilities that uphold international standards of worker safety and hygiene. The designs cater to South Asian body types, embracing simplicity in silhouette and cut, and consciously avoiding prints to ensure each piece remains timeless.
Speaking to Fibre2Fashion, Founder & Creative Director Pragya Priyali discusses crafting timeless designs and slow fashion.
In your opinion, how can consumers contribute to promoting sustainability within the fashion industry?
Consumers have immense power in promoting sustainability, primarily through mindful consumption. Choosing quality over quantity, supporting brands that champion ethical practices, and considering the longevity of their purchases are all impactful ways to drive change. Additionally, extending the life of clothing by caring for it well, repurposing, or recycling it can contribute to a more circular fashion ecosystem. Every choice adds up, and consumer awareness is a powerful tool for reshaping the industry from the ground up.
What role do you believe sustainability will play in the future of the fashion industry?
Sustainability is no longer just an option; it is becoming a responsibility. The future of fashion will be shaped by brands that prioritise ethical production, mindful consumption, and transparency at every level of the supply chain. As consumers are becoming more aware of the environmental impact of their choices, I believe that brands that incorporate sustainable practices will thrive as the industry shifts towards a more conscious, long-term approach to fashion. It is a necessary evolution for our planet and for the integrity of the fashion industry.
How do you think technology can be leveraged to support sustainable practices in fashion design and production?
Technology holds incredible potential to make fashion more sustainable. For instance, AI and data analytics can help optimise production, reducing overstock and minimising waste. Digital tools can streamline design processes, making it possible to visualise and perfect items before they are even produced. Additionally, advancements in materials science—such as biodegradable fabrics and sustainable dyeing techniques—are transforming how we approach eco-friendly production. Technology can help us adopt a more precise, efficient, and responsible approach to fashion at every stage of the process.
Can you share the story behind the inception of Unrush? What motivated you to create a slow fashion brand?
When I was working with a major e-commerce fashion brand, the focus was entirely on fast fashion. We all know the impact fast fashion has on the planet, and as part of the marketing team, my role was to reinforce the message that one “needed” the latest dress, style, or trend to feel complete. It was a stark contradiction: on one hand, I was promoting fast fashion, a major contributor to environmental harm, and on the other, I personally embraced a sustainable lifestyle—taking short showers, recycling, avoiding unnecessary purchases, even choosing products with eco-friendly packaging. It felt completely at odds with the kind of world I wanted to contribute to. Beyond a certain point in life, especially when we are no longer living just for social media, the value shifts towards clothing that lasts, that can fit all occasions, and that allows us more time and freedom. I wanted clothes that could be worn a hundred times, stress-free and hassle-free, and that is when I knew that if I ever created my own brand, it would be rooted in slow fashion. We design our pieces to be worn a hundred times over, using exceptionally durable fabrics, ensuring they remain timeless and versatile. We create pieces that withstand the test of time, with strong fabrics and season-agnostic designs. We do not chase fleeting trends—like “butter yellow” this season—knowing that classic shades such as greys, blacks, blues, and soft pinks are timeless. Instead, we use silhouettes and colours that stay in style, crafting a slow fashion brand that prioritises quality and enduring appeal for mature women.
Sustainability is a key element of Unrush’s philosophy. Could you share more about how your products are sustainably sourced or made?
Sustainability is defined in various ways, and each perspective holds some truth. For instance, many brands view cotton as inherently sustainable, but in India, cotton production requires substantial water, which challenges its sustainability. Despite this, I still use cotton because it is durable and reliable. Some brands work with recycled fibres from materials like Tetra Pak, which is another approach to sustainability, but many consumers are not aware that fibres made from plastic cannot be recycled again, ultimately still contributing to landfill waste once the garment is discarded. For Unrush, sustainability means creating pieces that go beyond trends, as I mentioned earlier, and producing them responsibly.
The facilities, where our products are made, are export-compliant, internationally certified spaces that provide safe and high-quality working conditions—far from the stereotypical factory setting. Producing in such facilities is costly, but I believe that responsibility means ensuring value at every level of the production chain, not just at the top tier. Too often, only management benefits from a brand’s success, while those who make the products are overlooked. For Unrush to be a truly responsible brand, we need to create value across the board—from the makers to our customers. That is our approach to sustainable and responsible sourcing.
How do you ensure that your designs remain timeless and seasonless in an industry dominated by rapidly changing trends?
Ensuring our designs remain timeless and seasonless is a creative decision focused on what we believe will stay relevant over time. As I mentioned earlier, trends that become wildly popular in a specific year often fade quickly. We have seen it with neon in the ’90s, cold shoulders a decade ago, and crop tops last year. Anything that becomes too big tends to feel stale after a while, as people move on to the next new thing. That is why I consciously avoid creating pieces that are too trend-focused, even if it impacts sales. I want to stay true to our brand by designing pieces I would wear even at 50—items that flatter a variety of body types, use durable fabrics, and retain their appeal over the years. Creatively, I consider whether an outfit’s style is tied to a particular year; if it is not, then it is likely to be a timeless design.
Can you describe the process of selecting fabrics for your collections? What criteria do you prioritise?
When selecting fabrics, I prioritise two main criteria. First, I consider the sourcing—where the fabric comes from. If it is locally sourced from places like Surat or Tiruppur, I know it directly supports the local economy, which is very important to me. I do sometimes use polyester blends as well. I am not entirely opposed to polyester because it enhances the durability and ease of maintenance of the clothes, whereas 100 per cent natural fibres can be challenging to care for. The second priority is the quality and origin of the facilities that produce the fabric. High-quality fabrics that support the local economy are essential. We conduct thorough quality testing by washing each fabric at least 20 times, both by hand and in the machine. If a fabric passes these tests, we move forward with production. But if a fabric is flimsy or requires delicate handling, we skip it, knowing that busy women do not have time for constant trips to the dry cleaners. Fashion should be effortless and joyful, not a chore.
As a brand that consciously avoids prints, how do you approach pattern-making and silhouette design?
As a brand that consciously avoids prints, we focus heavily on pattern-making and innovative silhouettes. Pattern-making is my strength, and I believe that intelligent design should make you wonder how a piece was crafted. Our designs often incorporate subtle twists in patterning that completely transform each garment—pieces like the Echo Skirt and Ease Dress are perfect examples. They play with the body’s natural shape, offering fresh perspectives on form. Of course, we also feature classics. Some designs have already been perfected, so we focus on elevating them with high-quality fabrics and our unique touch. For instance, our classic blue blazer is a best-seller because it is a timeless piece, executed well. Then, with styles like the Echo or Ease, we use pattern manipulation to add a new dimension to traditional silhouettes.
How do you incorporate Indian and South Asian cultural sensibilities into your designs?
In designing for Indian and South Asian women, I consider certain cultural sensibilities and body types that are unique to our region. South Asian women, for instance, tend to favour modesty, often preferring attire that aligns with a more conservative aesthetic, especially in settings around family and friends. I ensure my designs respect these nuances, reflecting modest silhouettes that are integral to South Asian, particularly Indian, sensibilities. For example, many of my tops and dresses include sleeves to address the common areas women feel conscious about, like the arms, and most of my silhouettes are relaxed and slightly oversized. Since I design primarily for women aged 35 and above—those who may have seen their bodies change through life stages—these choices help them feel confident, not self-conscious. We are also mindful with sizing; our sizes are intentionally a bit larger than typical Indian standards. Women’s bodies fluctuate naturally, so we offer flexible sizing to accommodate changes, like a 33-inch waist labelled as ‘large’, making it versatile across sizes. This way, our designs emphasise comfort, modesty, and cultural alignment, ensuring women feel their best in each piece.
What steps do you take to ensure that your production facilities adhere to international safety and hygiene standards?
Our production facilities adhere to strict international standards, going above and beyond to ensure safety, hygiene, and respect for our workers. For example, our facilities are fully air-conditioned—a rarity in the industry—and the bathrooms are meticulously maintained, so much so that clients could comfortably use them. Workers receive a two-hour break split across lunch and tea times, and their workday ends promptly at 6:30 p.m. Unlike industry norms, we treat our tailors not as temporary wage workers but as valued employees. This means they receive benefits such as pension, earned leave, and sick leave, which are far from standard. In much of the industry, workers are part-time, moving from factory to factory without security or loyalty. We prioritise their well-being and view them as stakeholders in our business, fostering a sense of loyalty and pride that is fundamental to our approach.
The concept of ‘unrushing’ is quite unique. How do you communicate this idea to potential customers, especially in today’s fast-paced market?
In a world that often glorifies speed, ‘unrushing’ is our invitation to pause, to reconnect with what truly brings value, and to choose quality over quantity. We communicate this through our timeless designs and thoughtfully crafted pieces, each one intended to be worn for years, not just seasons. Through our storytelling, we aim to make customers feel that Unrush is about intentionality—investing in pieces that are a part of their lives rather than passing fads. It is a gentle reminder that there is joy in slowing down and embracing fashion that resonates on a deeper, more personal level.
What feedback have you received from your customers since launching Unrush, and how has it impacted your brand?
The feedback has been overwhelmingly positive, with customers telling us that they feel a genuine connection to the ethos of Unrush. They love the comfort, quality, and thoughtfulness behind each piece, and often mention how refreshing it is to find a brand that aligns with their values. This validation has reinforced our commitment to slow fashion and to refining our approach even further. We are constantly listening to what our customers need—whether it is more versatile options or specific fit adjustments—and it has been instrumental in evolving our designs and improving our customer experience.
What’s next for Unrush in terms of product development or expanding the brand? Are there any new initiatives or collaborations on the horizon?
We are excited to continue expanding Unrush in ways that stay true to our philosophy. In terms of product development, we are exploring more versatile, seasonless pieces that enhance our core collection. Additionally, we are looking to collaborate with like-minded brands and artisans who share our vision for quality and sustainability. These partnerships will allow us to introduce fresh perspectives while staying rooted in our values. We also plan to delve into curated capsule collections that bring unique elements to our designs, offering customers something both innovative and timeless.
What trends do you think will shape the future of the fashion industry in the next five to ten years?
We are already seeing shifts towards sustainability, inclusivity, and personalisation, which I believe will continue to shape the future of fashion. The move away from seasonal collections to more timeless, adaptable styles will gain momentum, as will the adoption of ethical supply chains. I also see a shift towards preference for niche brands gaining momentum vs big labels as the desire for uniqueness becomes bigger. In the end, there are enough consumers with unique tastes for many more brands to thrive meaningfully.
Finally, how do you see collaborations between brands and local artisans or communities impacting the future of ethical fashion?
These collaborations help foster a sense of respect and appreciation for artisanal skills, which are often at risk of disappearing. I see a bright future for ethical fashion as brands increasingly recognise the value of these partnerships—not just as a trend, but as a meaningful way to create more inclusive and culturally respectful fashion.
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