Shirin Mann Sangha, the founder of India’s first jutti label NEEDLEDUST, created SAND by Shirin in March 2021. SAND is an extension of her & her vision, representing the uniqueness of women, where all shapes are beautiful, all bodies are remarkable and all women are extraordinary.
Shirin wanted to create a business model which is environmentally conscious and after extensive research and endless sampling, she was able to find the perfect plant-based fabrics which are not only eco-friendly but also have a longer shelf life and provide the quality and richness of the material. They have used fabrics such as Aloe Vera, eucalyptus, rose, banana, and soybean protein, along with organic linens and cotton, strictly adhering to a policy of minimal waste. The clothing feels like a second skin, breathable and free of harsh chemicals, with an aim to make you feel confident and beautiful at all times.
Our clothes are our biggest body shamers. When we gain or lose weight, our clothing duly lets us know. Therefore, my vision for SAND was to work on silhouettes that will make you feel confident, fierce & beautiful at all times.
SAND is an acronym for Such-A-Nice-Day. The name is derived from the feeling of wearing a beautiful piece of clothing that will instantly brighten up your day. SAND is also the color of the brand, representing beautiful textures, soft fabric grains, and its cooling nature.
“The prime philosophy behind SAND is based on 3F’s – feminine, flowy, and fluid. We have opted for designs that want the wearers’ to feel confident and fierce. The brand honors simple, unrestrained, and fluid, it caters to tastefully sophisticated craft and top-quality clothing that brings comfort, and easy silhouettes that celebrate each and every shape. The color palette ranges from sand, natural, ivory, dusty pink, pink, and mustards, which give a cooling factor to the eyes, skin, mind, and soul.”
“The main framework of SAND is based on establishing a responsible business model. Indian clothing has always been sourced from regenerative farms, which restore the health and biodiversity of the land instead of purely extracting from it and to give a montage to all of that I have launched a new dear project which will be mutual collaboration of contemporary designs with sustainable practices.”
