Slow Fashion in India with Serovey

There was a time when I would get excited about fast fashion sales, the thrill of buying more, the dopamine of “new arrivals,” and the feeling of catching up with trends. But slowly, I started noticing a pattern, clothes that didn’t last, styles that felt empty, and a wardrobe full of things I didn’t truly connect with.

At the same time, I discovered slow fashion, it felt like everything I had been searching for, timeless, thoughtful, conscious. But one thing stood out, it wasn’t always affordable. Many people around me loved the idea of sustainable clothing, but it felt out of reach. And that’s when the thought hit me, what if I could create a brand that made slow fashion feel personal, accessible, and real?

That’s how Serovey was born.

What Is Slow Fashion (and Why I Chose It)?

Slow fashion isn’t just a concept, it’s a mindset.
It’s about:

• Choosing quality over quantity
  
  
• Supporting the hands behind the fabric
  
  
• Buying less, but wearing more
  
  
• Appreciating the process, not just the product
  
  

For me, slow fashion became a way to simplify my style while deepening its meaning. I wanted to create clothes that feel good, not just on the skin, but on the conscience too.

The Idea Behind Serovey

At Serovey, we don’t chase trends. We craft timeless pieces that stay with you.

Our fabrics are mostly cotton, because they’re breathable, soft, and kinder to the earth. Our designs include hand-block prints, hand-painted elements, and silhouettes that flow freely, just like our creative process.

We don’t produce in bulk. We create in small, thoughtful batches, making sure each piece carries intention.
We like to say: “Beyond fashion, it’s a statement.” And we mean it.

The Joy of Slowing Down

The best part? Our customers often tell us they wear their Serovey outfits on repeat and that they still look and feel new. That’s slow fashion in action.

I’ve also discovered a new joy in sharing the story behind each garment, how it was made, what inspired the print, who painted it. Suddenly, clothes became conversations, not just commodities.

Indian Brands That Inspire Me

India is full of conscious brands doing meaningful work in the fashion space. Here are some I genuinely admire and draw inspiration from:

• Okhai:  Their deep work with rural artisans and handcrafted techniques is simply beautiful.
  
  
• Virgio:  A newer brand making sustainability stylish and accessible for modern wardrobes.
  
  
• The Jodi Life: Bold prints, artistic expression, and thoughtful craftsmanship define their work.
  
  
• The Summer House:  Understated elegance meets eco-conscious values. I love their clean design and commitment to ethical sourcing.
  
  
• Saphed:  Their pure linen pieces are a great example of minimal, mindful fashion.
  
  
• Brown Living: It is a curated platform for sustainable and zero-waste products, promoting conscious living through eco-friendly brands across India.
  
  

We’re not competitors, we’re part of the same movement. And we’re all doing our bit to change the way fashion works in India. Together, we’re all part of a quiet but powerful movement. And we need more of it.

If You’re New to Slow Fashion…

Here’s what I’d suggest:

• Start with fewer, better-made pieces
  
  
• Read the labels. Understand the fabric and source
  
  
• Support homegrown brands doing meaningful work
  
  
• Re-wear, restyle, and feel proud of it
  
  
• Know that you’re not just wearing clothes, you’re wearing values

Final Thoughts

I don’t claim to be perfect. Serovey is still evolving.
 But every step, every design, every stitch, is driven by a simple intention: to create something that matters.

Thank you to everyone who’s supported us, shared our pieces, and believed in the idea of slow fashion. It’s because of you that Serovey isn’t just a brand, it’s a growing, mindful community.

Let’s keep choosing better. Let’s keep wearing values.

 

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Follow us on Instagram @shopserovey for new launches, process glimpses, and the stories behind our clothes.