Keeping It Simple and Sustainable

Pondicherry-based designer Naushad Ali talks about his deep love for India’s textile heritage with Brinda Gill and how it has manifested itself in his designs marrying modern cuts with traditional fabrics...

- Brinda Gill

“I started in 2014 with two tailors and one helper. Today, we are a team of six with retail in-stores across India. In the past year, we have even begun exporting to Europe. We believe in simple and sustainable design processes in our studio,” says Naushad Ali, founder, Studio Liam, Pondicherry. It is this philosophy and his being rooted in India’s textile heritage, that has seen the young designer steadily garner appreciation from customers and the industry.

Naushad Ali designs garments for men, women and the fluid sex. The apparel retails under his eponymous label which is available at Ogaan (Mumbai), Vayu (New Delhi), Dhora (Jaipur and Mumbai), Amethyst (Chennai), Raintree (Bangalore), Anonym (Hyderabad), Sacha's Shop (Goa) and Pepper House (Kochi).

THE CALL OF TEXTILES

Naushad’s love for textiles began with his father, who was in the textile trade. This allowed Naushad to grow up surrounded by them too. “My learning of textiles from a young age made it natural for me to develop an interest in fashion. However, I did not think of it as a career at the time”. His interest later made him enrol himself to textiles and fashion at NIFT Chennai (2004-2008). He credits the years spent at the institute as an eye-opener and the creator of a platform for him to learn more about textiles and fashion.

During his NIFT internship, Naushad realised that he did not fit into a corporate structure, and preferred to work with small, independent designers. Hence, post graduation, he began working with designers who gave him an insight into their thoughts while helping him shape his own.

SETTING UP STUDIO