THE SUCCESS SAGA OF Sitch

The world of fashion calls for observant eyes that can understand the trends and also think beyond the obvious to forecast the future. Mahika Yadav, Co-Founder, SITCH, is one of those women who has this skill and decided to turn her love for fashion into a profession and establish a brand that helps small boutiques with a wider platform to reach the masses. For the unversed, SITCH is a Delhi-based multi-designer fashion house that showcases exclusive curation of prét wear outfits and accessories from a few top to the most talented upcoming designers. The core ethos of the brand lies in promoting and showcasing young and dynamic homegrown talent and designs that are one of a kind. Mahika says, “With SITCH, we curate small brands under one roof and give them a platform so that they can reach out to a wider audience and retail at ease.” On the completion of three years of her brainchild, Mahika talks to TMM about her journey, market, and how pandemic has changed the ecosystem of fashion.

Congratulation on completing three years! How has been the journey and how has fashion evolved in the last three years?

Thank you so much. To be frank, it has been a rollercoaster ride but it has been educating and fulfilling as well. From fighting the stereotypes of a femaleled and woman-oriented company to now completing 3 years in the industry, it has been full of challenges and accomplishments. Fashion evolves every day and constantly. When we started more formal outfits for parties and events were the focus, now during the pandemic, we noticed a shift towards athleisure and casual. However, with the situation evolving once again, we are seeing the earlier trend coming back. For us, it’s all about adapting and delivering to the everevolving trends. As a brand, it’s important to be agile and adapt otherwise you will not survive in today’s day and age.

What was the idea behind launching SITCH in 2018 and what is so unique about the name?

I have always loved fashion. Finding small and unique shops that sell clothes that were not mainstream and ethically produced was something that I was always on the lookout for. The idea for SITCH came to me during a trip to Mumbai. I was in and around the Bandra area and I came across such amazing stores that were not mainstream, however, they sold the kind of clothes that everyone was looking for.

These boutiques did not have the exposure apart from their retail address and it is then I decided that I can actually curate these brands under one roof and give them a platform so that they can reach out to a wider audience and retail at ease.