Itr bloomed without a blueprint in a room on the roof with a simple thought of crafting ‘comfort in chaos’. The basic building blocks of Itr’s Minimal, Handcrafted, Wardrobe Essentials are rooted towards creating garments that are unbiased - In seasons, trends or time. What might often seem simple has indeed had a long journey through many humble human hands; crafted with caring patience and with attention to detail.
'To simplify is essential: The art of letting go. The language of less will always be louder.'
The word ‘इत्र’ [ITR] (pronounced as I-tra) comes from the Arabic word ittar, which means essence. Itr believes in contrast, everyday essentials, and beauty that lies in minimalism. At Itr each design is crafted by carefully curating and juxtaposing textiles of different genres, to create a unique essence. The garments are a blend of modern sensibilities, fused with traditional silhouettes that imbibes the principle of longevity and sustainability, in terms of design and material practice. Itr creates unbiased designs, which are not bound by trend, time, age, size or place, garments for a timeless wardrobe, that can be borrowed and shared within generations.
Itr’s design philosophy is to ensure the longevity of clothing by designing and developing high quality fabrics locally produced, offering traditional classic cuts and creating beautiful, timeless pieces.
Itr is founded by Khyati Pande and is based in Noida.
