Balance and connection inspire Em & Shi’s name and philosophy. Through its designs, the brand explores masculine and feminine energy, nature and culture, flow and structure, old and new. Each piece tells a story of harmony through prints, processes, and materials.Em & Shi works directly with weavers in Jaipur, India, and communities in the country’s Madhya Pradesh region to create its biodegradable, low-waste fabrics. Meanwhile, every button is locally sourced, every label printed and cut by hand, and every product shipped in a recyclable tote. At every step, the brand strives to leave you with less to discard, and an even lesser carbon footprint on the planet.
"I remember being fascinated with the colors and the process of Fashion. What also attracted me to it that a lot of women were working as printers, which is not usually the case with many communities in India. And that's how it began, with prints, love for fabric & the relationship dynamics when it came to printing in Jaipur."
Tell us about your passion for fashion, how and when it started? My interaction with fashion started at a very young age. I grew up in a small town, Jaipur, which is also home to hand-block community. Yards and yards of fabrics would be hanging out to dry after they’re printed. I remember being fascinated with the colors and the process of it. What also attracted me to it that a lot of women were working as printers, which is not usually the case with many communities in India. And thats how it began, with prints, love for fabric & the relationship dynamics when it came to printing in Jaipur.
Your very feminine and modern creations are blending old and new, masculine and feminine. What are the other inspirations for your creations? The brand is very community and nature driven. While starting out we didn’t have a fixated ‘brand plan’ which is so contrary to my academics which is Masters in Brand Management, HEC Paris, but what did align for us was my major certificate in Social Business, and that approach is what helped me mix our aesthetics with the community’s skills. In a way, that was the inspiration to look at fashion & business differently. As a result, instead of forcing our designs, or using a top down process, we let it flow based on the prints we would do locally, fabrics that could be woven locally, and home grown techniques that can be translated in a modern way. The thought behind our designs flow both ways, from us to our artisans and from them to us.
What cause is particularly important for you? Education & Safety Rights for Children, it’s so important that we take the responsibility of our present and the future, that each child gets the basic education and awareness to decide what’s right and wrong for her/him, regardless of their gender, religion, caste or creed.
What is your favorite time of the day? Mornings, a whole day ahead to create.
What is the superpower you would like to have? To be truly present in every moment.
Black or white? Black, its a greatcolor to absorb what’s around you. The only downside is that it absorbs both good and bad.
Coffee or tea? Any floral tea, its a good excuse to slow down during the day.