The year is 2016. Bhavana has just landed in Sweden to build a corporate career. Little did she know that her stint in Europe would introduce her to an aesthetic that would never leave her side. Gupta, then 22, fell in love with minimal and comfortable clothing. Her wardrobe transformed into a collection of natural, breathable, and durable fabrics. This was the new her!
But, the new her was about to be unpleasantly surprised. Years later, when she returned to India, she found out that her newfound aesthetic was confined to Europe or unaffordable luxury brands.
“I refused to let my comfort go. Because of the extreme scarcity of the kind of clothing I was looking for, I started hoarding my older clothes for years. Eventually, they ran out. The problem became bigger when I took a break from the corporates and started travelling. Eventually, I had to start wearing my partner’s clothes.”
Bhavana was struggling to find affordable options for the kind of clothes she wanted to wear. The problem gave birth to an idea. “I knew I had to be the change,” Gupta continued, “… a friend suggested that I should fill the gap I was struggling with, & that’s when Rimore took birth.”
The Start of Something Linen: Birthing Rimore
The hot weather in India made the choice of fabric clear. Linen is natural, sustainable, breathable, & beautifully uncomplicated. It was just the kind of fabric that someone like her would wear on hot and humid summer days. The only part left was the design.
“I was never a fashion girl. I wanted something simple. Something that celebrates the comfort-loving side of our personalities. So instead of creating clothing that would fit an aesthetic, I created clothing that would fit lives.”
The highlight of Rimore’s garments is in the features. Pants & shorts feature pockets that are deeper than the industry standard. Shirts have been designed to fit loosely, adding that extra layer of comfort. The fabric is thicker no-show, challenging the stereotype that linens should be layered. The entire brand experience, starting from the packaging & down to the buttons, features sustainable materials.
Rimore has the ambition to fit into the lives of the wanderers, the explorers- the adventurers. With its practical design and choice of comfortable materials, we can safely say that they are on the right path.
Sustainable Success: How Rimore is Shaping the Future
Within the span of the last 2 months, Rimore’s Instagram page has taken a jump from 0 to 1400 followers. In two weeks of launch, more than 100 Orders have been fulfilled. These are people who celebrate Rimore’s passion for sustainability and comfort. It’s no secret that the brand has entered uncharted territory, as far as the Indian market is concerned. But however unexplored, the niche is much needed.
The future is sustainable. The future is about being comfortable in your skin. We need brands that celebrate & accept its people. Kudos to Rimore & Founder Bhavana Gupta for being one of those rare Indian brands.
Dive deeper into Rimore’s journey: https://www.instagram.com/rimorestore/
Shop Rimore : https://rimorestore.com/collections/all
To read more Startup Stories on Her Startup Story, visit — https://herstartupstory.in/
