Designing for the Indian Body

The dirty secret of Indian menswear is that most of it is graded from Western fit blocks. The proportions — rise, seat, thigh — belong to somebody else's average. Wear it and you feel the borrowedness all day without being able to name it.

We spent years building our own measurement data instead: real men, real builds, real postures. How Indians actually sit — cross-legged, on haunches, side-saddle on a bike. The fit block that came out of it looks unremarkable on paper and feels unmistakable on the body.

The best compliment we get is silence — a man who put them on in the morning and didn't think about them again.