Erotissch – Stitching differently

Chitra Balasubramaniam explores Erotissch, a brand by women for women, based on the concept of ‘Bed to street wear'.

- Chitra Balasubramaniam

Speaking about the brand, Aayushi and Anushka say, “Erotissch is based on the concept of ‘bed to street wear’. It is inspired from a Japanese concept wherein wearing your silk PJs outside, on the streets is a practice.” Contrast this to India where intimate apparel or comfortable apparel is worn within the walls of the bedroom or the house.

The duo defined their brand sensing an opportunity for women to wear comfortable apparel outside. As they explain, “We realised that women on-the-go need something that provides comfort and is acceptable to wear outside as well. A working women has to be multi-tasking therefore they require a versatile wardrobe.

Erotissch is a brand by women for women. Erotissch is a portmanteau of erotic and stitch, where erotic stands for ‘desire’ and the name in its entirety stands for ‘Stitching one’s desire together’.”

Instead of heading into the usual and ever popular office wear, daily wear, bridal wear, festive wear, or boutique apparel, they pushed their efforts towards loungewear and intimate wear segment.

They explain, “While collecting the statistics that surrounds our brand, we realised that analysts’ forecast for the global intimate apparel market has predicted progress at a CAGR of 7.09% during the period 2018-2022.

Despite such huge potential in the sector, no other brand was directed towards a wholesome working women wardrobe and when you take an increment of 7.09% CAGR and add it to the rising number of working women, we can see that there was a huge potential customer-base to be catered to.”