After the success of their online store A Tailor's Tale that opened a year ago, brothers Ashish and Siddarth Gulechha have opened their first physical store in Chennai last week. The 2,200 sq feet with a vintage ambience features 65 designer labels from across India and has everything from upsilon dresses (a dress with shirt collar and buttons) to 3D tapered jeans. The whole process of curation is taken care of by a team of five friends who also handle the online portal at their head office in Delhi. We ask the owner Siddarth for three things that he keeps in mind while selecting the designer brands and he says, “The first thing would be the affordability for a price-conscious market like Chennai, the choice of colours would preferably be non-flashy and we choose only young and new designers to bring out their talent.” He also owns a London-based leather brand called Morgan M.
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Additionally, they have an online marketing service called Evolve that helps new designers by connecting them to manufacturers, photographers, graphic designers and social media experts in the fashion industry.The brand’s website was launched last September at the Amethyst along with their debut pop-up. “ The whole process of setting up an outlet was planned within two months. We felt that Khader Nawaz Khan Road in Nungambakkam was the right place for us considering it to be a posh commercial hub,” says Siddarth.
For readymade garments bought off the rack, the brothers tell us one can get an enhanced fit from their in-house tailors. The city-based duo is specific about updating the store’s collection with at least four new designer labels every month.Their brand list includes Pinnacle by Shruti Sancheti (Nagpur), Chhaya Mehrotra (Noida), Lacquer Embassy by Nikil Sharma (Delhi) and Soup by Soughat Paul (Mumbai). In a span of two years, they will open another outlet in Delhi and Jaipur.
`1,500 upwards. Details: 96000-41000