How Unrush is Asking Women to not Rush in Their Fashion Choices

Running a women-led enterprise might seem like any other enterprise in 2025, with the increasing number of homegrown brands in India; however, it still is a walk on eggshells. Talking to the founders of Unrush, a clothing label that draws inspiration from Indian silhouettes and works with women for women, gives us the same idea. 

Unrush has a women-led supply chain. But how does it work in the manufacturing setup that is still male-dominated? "Since many traditional manufacturing setups are male-dominated, it can make it harder to find partners who are open to a more inclusive, empathetic, and flexible work culture," the founders mention. However, they have been determined to still work on their values, which is "intentionally" working with women. 

Women workers constitute a major share, particularly in the textile and handloom sectors. Although there is no precise data on the share, some industry leaders have reported that they comprise 80% of the garment industry workforce.

Moreover, it has been reiterated by many women founders as well as workers in the industry that certain challenges stem from societal biases, where men are not accustomed to seeing women's representation in their daily operations. 

"We are intentional about working with women-led units or partners who align with our values, even if that means fewer options, because it creates a more empowering and respectful environment for everyone involved," they say. 

For women and by women

Pragya Priyali, the founder and Creative Director, and Piyush Kumar, the co-founder and Supply Chain Lead, of the brand, may have come from diverse backgrounds; however, they joined forces to create what they call a value-driven brand. "It was born out of my fatigue with fast fashion — the rush of trends, the pressure to keep up, and the lack of emotional connection with what we wear," Priyali says, who believes that the clothing should feel like something — familiar, expressive, and lasting.

While Kumar came from high-growth ecosystems like Flipkart and Zomato, with Priyali's idea, he found a way to build something "intentionally different — slower, value-led, and purpose-driven."  As a result, it turned out to be a confluence of aesthetic and minimalist elements, yet rooted in Indian craftsmanship, with a focus on women. 

The co-founders, hence, and since 2023, have been working with the patterns and exploring fabric possibilities to create silhouettes that "women can wear across different moments in their life". Priyali calls it a "timesless elegance". However, not only did the brand focus on women for their offerings, but they also built a 100% women-led team. 

Recently donned by celebrities like Kalki Koechlin and Sunidhi Chauhan, Priyali and Kumar believe that they can see the impact being created by the brand every day. "But we see impact in the everyday: women rejoining the workforce, creatives finding their voice, tailors with steady work. We focus on long-term collaborations and growth stories — and that ripple effect is our real social impact," the founders mention.

Currently bootstrapped, Unrush works with local partners while also remaining determined about its working approach to avoid overproduction and over-purchasing. "Operationally, we rely on lean systems, clear forecasting, and ongoing communication with suppliers. The goal is to maintain both efficiency and empathy at every stage of the process," Kumar states.

'Saying no to shortcuts'

Talking to Local Samosa, the founders share that, as much as empathy remains evident at various stages of production, Unrush is also not untouched by the multiple challenges that come their way. "The problems of incurring higher costs and the slower production cycles exist," Kumar says.

Since the enterprise produces products in small batches, it ensures less waste for them; however, this leads to an increase in the production costs. "Local sourcing presents constraints in innovation,' he further says. Regardless, the brand does not compromise on the "ethos of sustainability" with which it was born. 

The fashion industry in India is currently dealing with sustainability concerns, along with supply chain issues, and the high-level competition, which has been accelerated post the pandemic as the preferences shifted towards sustainability in the day-to-day choices. 

Amidst this market competition and the fragmented choices people face in selecting a sustainable fashion brand, Unrush is relying on an ideology to cut through the competition. As both founders say, "It is our shared belief that fashion can be intentional and empowering."