Top 5 South Asian Brands: April 19, 2024.

It’s Day 2 of my Spring Challenge!

As a reminder, this challenge means that either you get an email in your inbox 5 times per week until May 31st (which means I get a set of luxurious, vintage jammies) OR I have to donate $5 to a charity I hate for every week that I miss this goal.

Series #1: Top 5 South Asian Brands I’ve Discovered in 2024.

Today’s pick: We Are Puri Apparel

I found myself surprised at how hard I fell for We Are Puri. My palette is mostly black and white and their golds, yellows, oranges, and greens seemed worlds away from my daily life.

What I love about this brand is that each piece marries a different era in vintage fashion to an age-old Indian craft. Sometimes it’s zari with the 1940s, other times a cotton-silk blend on a 1920s flapper dress.

And the amazing thing about We Are Puri’s capsule collection is that even in their tiny collection, you’ll still find one thing that is YOU. Seriously, check out their collection here.

The dress that made me fall in love with We Are Puri isn’t this one. But there’s something about this dress that I love.

Maybe it’s the 1930s ruffles that aren’t usually seen in Indian clothing. It could be the playful nature that avoids looking little-girlish and gives the wearer a grownup air. Or it’s the shade that seems to be created for darker skin tones, to bring out the brownness, rather than conquer it.

So while this isn’t the dress that drew me in, it’s the one that makes me feel like I can put down my guard.

Love We Are Puri? Hate it? Think gold should be reserved for jewelry or maybe that it should be in MORE clothes? Just want to vent about your crap day? Reply to this email!

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xoxo,

Simran