/local-samosal/media/agency_attachments/sdHo8lJbdoq1EhywCxNZ.png)
/local-samosal/media/media_files/2025/03/21/TxodMQXTCkSBbYV1argy.jpg)
Follow Us/local-samosal/media/media_files/2025/08/28/garuda-1-2025-08-28-09-52-59.png)
Whether it’s the ritual of wrapping a newborn or the ceremonial dressing of the departed, garments have always anchored life’s most sacred passages. Rooted in this understanding, GARUDA, a family-run conscious fashion label founded in 2014 in Auckland and now based in India, reimagines clothing as an enduring product, living architecture that moves with the body, protects it, and carries heritage forward through every stitch.
Origins of GARUDA
GARUDA, formed by Suhail Sahrawat, began its journey in 2014 as a family-run label in Auckland, New Zealand, founded on the belief that garments could hold meaning beyond fashion. The brand, intending to become one of the best fashion brands of India, made its first appearance on 18 September 2015, introducing products that reflected a philosophy of treating clothing as timeless products rather than passing trends. What started as a modest family initiative soon evolved into a design language that emphasised durability, identity, and the deep relationship between people and the garments they wear.
In 2017, GARUDA relocated to Panchkula, India, establishing its own private atelier to nurture craft and strengthen its cultural ties. As the brand explains, “This move brought the label closer to its heritage and allowed the team to oversee every stage of creation, from design and cutting to tailoring and embroidery, all under one roof.” By combining its global beginnings with a rooted connection to tradition, GARUDA continues to weave family values and cultural memory into every garment it produces.
Defining Approach and Industry Challenges
GARUDA distinguishes itself through its treatment of garments as enduring products rather than transient fashion pieces. The brand frames clothing as a form of living architecture that interacts with the human body while offering protection and continuity. As the brand defines, "GARUDA aims to approach garments as a living architecture that moves with your body. It, like any building, is an inanimate object that surrounds and protects you." This perspective forms the foundation of the label’s design philosophy.
/filters:format(webp)/local-samosal/media/media_files/2025/08/28/garuda-2025-08-28-09-52-59.png)
At the same time, this approach introduces a set of challenges. Operating as a family-run atelier, the brand must navigate the challenges of maintaining small-scale production within an industry structured around mass production. Emphasis on craft and process also raises questions of sustainability and long-term viability in the competitive markets of the best indian fashion brands. In addition, balancing the preservation of heritage techniques with the demands of contemporary design presents ongoing tensions that the label must address in its practice.
Product Range and Pricing
GARUDA structures its work around three main lines. The first, Pour Toi (For You), focuses on everyday clothing that combines utility with carefully considered details. Examples from this range include the Garububu (Rs. 7,500), the Mechanic Shirt V2 (Rs. 12,500), the Modular Mini Skirt (Rs. 12,000), Two Totes (Rs. 15,000), and the Tunic V3 (Rs. 19,000). The second line, Pour Moi (For Me), is devoted to made-to-order garments that reimagine some of the brand’s core pieces in premium forms, such as Suhail’s Summer Shirt (Rs. 22,000), Kaam Pants (Rs. 33,000), and Vijay’s Jacket (Rs. 45,000).
The third line, referred to as the Annual Collection, functions as a site of experimentation where the team develops one cohesive body of work each year. Items that have been part of this range include the Leather Grocery Bag (Rs. 16,000), Merino Carlo Sweater (Rs. 22,000), Shoddy Stained Shirt (Rs. 11,000), and Masters Pants (Rs. 17,000). GARUDA also produces modular designs that allow garments to be altered or combined, including the Modular Wrap Skirt (Rs. 14,000) and Modular Hood V3 (Rs. 14,000). Together, these collections illustrate the brand’s interest in balancing ready-to-wear accessibility, tailored craft, and experimental design practice.
Closing Reflections
GARUDA’s development illustrates the steady growth of a family-led atelier shaped by a distinct design perspective. Established in New Zealand and later restructured in India, the label has built a model where design, production, and experimentation are closely integrated. Its decision to regard garments as enduring products rather than short-lived fashion trends sets it apart within the wider industry. At the same time, the reliance on small-scale, process-oriented methods presents ongoing challenges in a market largely driven by mass manufacture. Even so, GARUDA’s practice highlights the possibility of aligning heritage, craftsmanship, and contemporary design within a unified framework, resulting in clothing that reflects both continuity and adaptation, making it one of the best indian homegrown fashion brands.