SDS provides an experience that connects the brand to a client’s story
SDS By Kushal Shah is a men’s luxury brand specialising in prêt, couture and bespoke. The fashion house lays emphasis on design aesthetics, craftsmanship and service. As a one stop shop for men, the brand focuses on maintaining an edgy mix between luxury and style. In a chat with Fibre2Fashion, Founder Kushal Shah discusses menswear design inspiration, brand aesthetics, traditional craftsmanship, production processes, and future growth strategies.
What factors have contributed to the growing interest in men’s fashion, and how has this shift impacted the way men approach personal style and grooming?
Historically, it was more common for women to do the shopping and dressing for men. However, in recent times, there has been a shift in attitudes towards men’s fashion and grooming, with many men now taking an active interest in their appearance.
This shift can be attributed to a variety of factors, including the rise of men’s fashion blogs and social media influencers, as well as a greater emphasis on personal grooming and self-care in popular cultures.
Additionally, many men have come to recognise the importance of presenting themselves well in both their personal and professional lives. This includes paying attention to details such as fit, colour coordination, and overall style, which can have a significant impact on their confidence and success.
Overall, while it may have been less common for men to shop and dress for themselves in the past, the trend towards greater self-awareness and personal style is continuing to grow and evolve in the present day.
Tell us about your design aesthetics and style DNA, and how it sets your brand apart from other luxury menswear labels?
Travelling across the world and seeing women have various options to shop from has always been admirable. However, men have always struggled to find a variety of collections of different types of silhouettes for themselves. With personal experience, whenever I have shopped in India, I have never come across a variety of collections in menswear; hence, I needed to bring change to the constantly evolving industry.
To carry forward the legacy and bring SDS back in a new shift has been an experience of a lifetime. SDS offers a wide range of styles and options for men, right from casual/lounge wear for a movie out, to an attire so chic that one can wear it to a fine dine restaurant or night out. We have also got various collections of Indian wear (kurtas, achkans, bandis, bandgalas, sherwanis, tuxedos) that can be worn to various occasions by the groom or his family at his wedding, or if one is attending another’s ceremonies.
An interesting concept that makes SDS stand out is how a client can be part of the process from start to the end, which includes understanding the client’s fashion/need/personality/individuality, choosing the type of silhouette for the occasion they are looking at, fabrics/textile, type of embroidery, colours, ensemble, and having the creative founder/head designer being involved in every step of the way. SDS aims to specialise in providing not just a service but also an experience that connects our brand to a client’s story.
How do you integrate traditional Indian craftsmanship with contemporary designs, and can you share more about the materials and techniques used to ensure high quality in your products?
I am committed to maintaining the quality of our products and services while collaborating with other businesses and creative minds. Our aim at SDS is to seamlessly incorporate traditional Indian craftsmanship into our modern silhouettes. We delve into the history and intricacy of both traditional and non-traditional techniques, and explore how they can be integrated into our daily design process to create unique collections.
Our materials are sourced from the finest suppliers around the world. We believe in supporting international businesses while also bringing the best and finest materials to our clients. To ensure the quality of our garments, we follow a routine of constant quality checks and carefully monitor the techniques used in creating each piece. This attention to detail enables us to offer a truly exceptional product to our clientele.
How do you prioritise quality and collaboration in your fashion brand, and what role do these factors play in building trust with your customers?
Quality is an important factor in building a successful fashion brand, as customers are increasingly seeking out high-quality and durable products that will last. By prioritising quality and refusing to compromise on the integrity of our products, I am creating a strong foundation for our brand and building trust with our customers.
Collaboration is also an important aspect of creating a successful brand, as it allows me to tap into new ideas and perspectives and reach a wider audience. By partnering with other businesses and creative minds who share our vision and values, I can create unique and compelling experiences for our customers and foster a sense of community and collaboration within the industry.
What is your brand’s target audience and ideal customer, and how do you tailor your collections and marketing efforts to appeal to them?
SDS or Sheetal Design Studio, a household name in the luxury fashion space in India, renowned for prêt, couture and bespoke ensembles of the highest quality and craftsmanship, launched its flagship store SDS by Kushal Shah, in the heart of South Mumbai, Kala Ghoda. Since we are a one stop shop for all men, our target audience and market are men. We hope to grow in the industry by understanding what men want at all stages of their life for various occasions they are part of.
What are your plans for expanding the reach and visibility of SDS by Kushal Shah in the national and international markets?
I plan to introduce new developments, such as collaborations with emerging designers, expanding our online presence, and incorporating more sustainable materials and practices into our clothing lines. We hope to grow in all aspects and be able to provide the best service to our clientele whether nationally or internationally.
How do you approach sustainability and ethical practices in your brand’s production and supply chain, and what steps are you taking to minimise your environmental impact?
Sustainability is becoming an increasingly important consideration in the fashion industry, as consumers are becoming more aware of the environmental impact of fast fashion and are seeking out brands that prioritise ethical and sustainable practices. By educating my clientele about sustainable fashion and offering eco-friendly options, we are not only contributing to a more sustainable future, but also helping to raise awareness and promote responsible consumer behaviour.
In addition, empowering our clients to express their individuality and feel confident in their fashion choices is an important aspect of creating a positive and fulfilling brand experience. By offering personalised styling advice and creating a welcoming and supportive environment in my store, I am helping my clients to feel comfortable and confident in their own skin. This can lead to increased self-esteem and a greater sense of self-expression, which can have a positive impact on their overall well-being.
Overall, by prioritising sustainability and individuality in my brand experience, I am contributing to a more ethical and fulfilling fashion industry.
What advice would you give to aspiring designers or entrepreneurs looking to enter the luxury menswear industry?
For all upcoming designers entering or considering the luxury menswear industry, there is a wealth of opportunities to explore, learn from, and grow. As designers, we have the unique chance to access and shape a new era of designs and styles for men.
Interviewer: Shilpi Panjabi
Published on: 10/05/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
