Startup Story: How uniquely THIS company is creating timeless, conscious fashi

Startup Story: How uniquely THIS company creates timeless, conscious fashion

MUSHIO – a slow fashion brand with a mission to create timeless and conscious fashion that sparks joy.

Not every business can truly claim to be doing something that works to fulfill a truly holistic vision of balancing commercial viability with the challenges of human happiness and environmental well-being.

But two sisters Muskan and Kriti went ahead with the courage to dream and also took this step to make it a reality. Launched on September 17, 2021 MUSHIO is a clever amalgamation of the word “Khushi Ho” which means to make happy. M, the founder’s initials, was incorporated instead of “Kh” and thus the label was christened “MUSHIO”.

What’s really important is that the brand was created during a tumultuous time of uncertainty and suffering due to the lockdown. Here she took on the mantle of supporting the community of artisans and weavers who were worst affected by the pandemic. Committed to aligning their business with their expertise, MUSHIO has created a slow fashion brand with a mission to create timeless and conscious fashion that sparks joy.

Muskan says, “Mushio is the result of my passion for fashion and enthusiasm to bring joy to people. I was inspired by the constant pursuit of fashion trends and wanted Mushio to be different.”

Slow fashion that quickly became a bestseller….

If Muskan is the vision of the brand, then Kriti embodies the mission. He says, “I thrive on developing people’s innate beauty and talent. My foresight for organization and diligence finally helped bring MUSHIO to light.

Today, MUSHIO is a renowned, truly slow fashion brand with a commitment to designing fashionable clothing that creates happiness in those who make and wear it.

Crafted with a keen eye from the finest organic, hand-woven materials and fabrics, MUSHIO fashion wear combines elegance with comfort, reflected in a range of carefree garments. Constantly innovating in terms of fabrics, silhouettes, craftsmanship, details, colors, styling, finishes and more, it has become an eco-friendly brand with an enviable fashion portfolio.

Choose from pastel, bold, striped and solid for a collection of midi dresses, tunics, tops, kurtas, kaftans, contemporary jumpsuits, jackets and trousers. Contrast stitching details, delicate hand embroidery and comfortable silhouettes are the highlight.

Check out their collections –

FIRHAT – Contemporary silhouettes with an Indian aesthetic and detailed collection – handcrafted by weavers from Jhiri, Rajasthan and Kutch.

TAAKA celebrates fine stitching and subtleties that enhance the beauty of a garment. It’s an ideal summer collection with easy-to-wear designs in light shades. This collection combines the freshness of hand-woven fabrics with the richness of handmade details in a basic yet unpretentious style.

It’s not just a business, it’s grown into a space that stitches together the fabric of the artisan community with threads of care…

MUSHIO is definitely about spreading smiles and satisfaction with delicate and aesthetically crafted fashion clothes. But behind all this, there is a greater motive at work. It is a business with a long-term mission to support all traditional handcrafts used to design clothing. With a strong online presence, they are also looking to expand to other cities across India. Mushio is offering 11% off direct orders until August 15th. Mushio is available for purchase at The Loom and Ogaanmarket.

Click here and to see what can make you happy! Show your support by following, liking, and even shopping the space that spreads happiness! REMEMBER – MUSHIO Garments help Indian artisans, craftsmen and weavers. Your purchase helps support and promote them.

To know more visit –






I am Sanjit Gupta. I have completed my BMS then MMS both in marketing. I even did a diploma in computer software and Digital Marketing.

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