Sthala fuses two syllables of the founder’s name - Aa(Sth)a Jhunjhunw(ala), however, it stands for a lot more - in Sanskrit, Sthal or Sthala equates to “being firm”, or “a chapter of a book”. Sthala is for those who are firm in their beliefs and author of their own stories.
"We are a women led, homegrown brand that believes in slow, genderless & ethical fashion, while constantly striving to better implement our ideologies through our designs, discoure and over-all approach" says Aastha, a Fashion Design alumnus of FAD.
On her brand origins & inspiration, Aastha says "Designing was something I was always inclined towards as I grew up watching my mother design & style her own garments often. So, when I found out about a one year diploma course in Fashion Design, I decided to go for it. This was a childhood dream forgotten over time for more stable career choices. Sthala started off as a project in FAD, where we were asked to imagine the kind of brand we would want to start".
"Our launch collection Woodblock was inspired by my love for block-printing and my mother, who I grew up watching hand-print her sarees or home linen, for the freedom of expression it gave her", explains Aastha. "For another collection, we were inspired by the the plethora of Indian fabrics there are - especially the ones we collected over time, and upcycled into genderless shirts. Each piece is unique, one-of-its kind, an ode to individuality and celebrating diversity."
"Our style could be described as multi-layered and our motto is Fashion with Purpose, which is our biggest driver and inspiration!". Explore more about the brand here: Sthala