Embarking on 2024: A Journey Through Culture, Rootedness & Our Values
Welcome, 2024! As we stand at the threshold of a new year, it's a moment to pause, reflect, and set intentions for the journey ahead. Life, much like nature, unfolds in seasons, and with each passing year, we navigate through highs and lows, growth and fallow periods. In the intricate dance of time, we find ourselves at the intersection of culture, rootedness, and values, ready to embark on a journey encapsulated by the essence of restoration, recovery, and rebuilding.
In the pages that follow, we explore the themes of grounding ourselves in the roots of our endeavors, the magic of intentional creation, the joy of unexpected discoveries, the artistry found in nature, the significance of rituals and rhythms, and the profound oneness experienced in every moment. As we traverse through the chapters of this year, we invite you to join us on this expedition—2024: A Journey Through Culture, Rootedness & Values.
1. Restore. Recover. Rebuild
Welcome, 2024. The turning of the time reminds us to take a moment for selves.
Every year comes with its own highs and lows: we endure seasons, make life happen on both good and bad days, and live moments as they come.
Like in nature, there are seasons within us. Think soil: it’s most vulnerable in spring and it also has its own periods of restoration. Likewise, we may have fallow periods, but we also have periods of bounty, of joy. As we enter another year, we have intentions to stay grounded and embrace every moment.
2. Moulding Magic
Spring or storm, the roots of a tree stand the test of seasons, of good and bad days. Which is why, watering the roots consistently means you are building a strong foundation for growth for years to come.
Having said that, my vision for 2024 and trueBrowns is to go back to the roots.
This whole intention setting is as delicate as pottery: pottery forces you to slow down as the act of making cannot be rushed—just like the act of building the brand bigger and memorable can’t be (shouldn’t be).
I started trueBrowns with an aim to establish a reliable urban lifestyle brand with inclusivity at its core. I recognized the lack of high-quality apparel available in a wide range of sizes at affordable prices, and I instantly knew what I was solving for. The idea was to be minimal, timeless, conscious, and inclusive—all fused with an appreciation of Indian art, culture, and textile traditions.
With past wins and challenges, and the bullet fast growth that we managed to achieve, it’s incredibly important that now (more than ever) we start thinking long-term. I want to do things out of passion, tread consciously but rigorously, stay rooted in core brand values and yet reach for the sky.
And I believe that with an effort to commit to our purpose, we will engage in meaningful dialogues with our community, become a part of their everyday, and create memorable experiences through our products (that are intentionally designed to max out both comfort and style).
To a year of style, trust, rootedness, and growth…welcome, 2024.
3. The Joy of Discovery
There's an art to finding something when you're not looking for it—it's called serendipity. It’s not a straight up surprise or the world doesn’t always conspire to bring you the magic of the unknown. What serendipity does take is passion, an inquisitive mind, a dash of creative thinking, and good timing (of course).
We faced a directional tug recently this year. Rutba, our most loved campaign of 2023, went south (and how!) right before ten days of its launch. Hope, you say? It was far-fetched. We never thought we’d be able to launch it. But with passion fueling our fire and a solution-oriented mindset, we made the messy, very majestic.
We let ourselves be surprised. We tapped the unchartered team strength through bungling discoveries. We connected the dots—sure the new picture was seemingly distorted at first, but it made sense and WE MADE IT.
By being wisely attentive to what gives us energy and a healthy sense of fulfillment, we stumble upon magic. As Epictetus, the stoic philosopher, once said, “You become what you give your attention to.”: an active passion to explore will let us invite serendipity into our lives.
There's an art to finding something when you're not looking for it—it's called serendipity. It’s not a straight up surprise or the world doesn’t always conspire to bring you the magic of the unknown. What serendipity does take is passion, an inquisitive mind, a dash of creative thinking, and good timing (of course).
We faced a directional tug recently this year. Rutba, our most loved campaign of 2023, went south (and how!) right before ten days of its launch. Hope, you say? It was far-fetched. We never thought we’d be able to launch it. But with passion fueling our fire and a solution-oriented mindset, we made the messy, very majestic.
We let ourselves be surprised. We tapped the unchartered team strength through bungling discoveries. We connected the dots—sure the new picture was seemingly distorted at first, but it made sense and WE MADE IT.
By being wisely attentive to what gives us energy and a healthy sense of fulfillment, we stumble upon magic. As Epictetus, the stoic philosopher, once said, “You become what you give your attention to.”: an active passion to explore will let us invite serendipity into our lives.
4. Art In Nature
Nature is home—the place where we regain our balance, sanity, comfort, and the rhythm of everyday life. Time spent being close to nature opens doors for reflection and it reminds us to appreciate beauty in its most natural, raw form. Nature is art.
For millenia, artists, poets, and philosophers have spent long time in nature to find creative inspiration, enhance observer self, and explore interbeing—a state of connectedness and interdependence of all.
In art and nature, we are witness to deeper meanings and great force. Trees teach us patience and grass, persistence. And the craft of pottery, for instance, is an act of meditation: it forces us to work with awareness and put our heart and soul into it.
All this magic is discovered when we are close to nature and thus to ourselves—it inspires self awareness. This depth makes life naturally beautiful, uninfluenced by outwardly charms.
5. Rituals and Rhythms
They say there is power in routine. And when that routine becomes a ritual, one explores a deeper dimension to it.
Think of the act of putting bindi, fresh flowers in your hair, applying chandan, lighting dhuna…these simple traditions of dressing up and everyday wellness keep us rooted to Indianness and close to our culture. They heighten our sense of self, not just from the outside but also from within.
For instance, chandan tika and bindi are believed to activate the center for intellect and human thoughts. The handmade kohl/surma maintains eye health. And flowers in hair symbolize good luck. Sure, there may not be a scientific reason behind every ritual, but these routines-turned-rituals enable a spiritual connection with nature and Indian culture.
6. Onness With The Moment
The Whole never loses touch with its parts—these parts are neither lost nor forgotten. At trueBrowns, we integrate oneness by experiencing power through our values and our community. They keep us connected to our ‘why’.
Rootedness to culture, passion, inclusivity, and self awareness leads to ‘oneness’ with the moment.
Building our community, looking into us for answers and meanings, and being conscious of our ways are some of the things that help us channelise oneness—oneness with self, with moments, and with the universe. Community conversations enable us to break barriers and make us believe that we are ONE. Taking conscious actions means that we are becoming part of a greater good and that our ideas are not just limited to our own good.
If trueBrowns were a woman, she would embody her true nature, the self that contains the whole universe. She would experience power in nothingness and would be a force…she is ‘har pal mein poori’.
Our Design Philosophy...
Design That Lasts
Fashion doesn't always have to be complex and fancy. Our style is classic, functional, and full of character, and we design pieces that will stay with you for seasons. This means that when you buy from us, you are investing in timeless luxury and choosing mindfully.
Plus, we design for everyone and we really mean it. Our sizes go from 2XS to 6XL, each pattern painstakingly created to max out comfort (and style). It’s no easy feat to have every design adapted into all sizes but we are committed to making one for each of you, with a hope to be a part of your everyday and to bring joy through our clothing.
Consciously Crafted
We handpick fabrics to ensure top quality, reuse the leftovers, and innovate ways to ensure that our production processes limit waste wherever possible. We also have a dedicated team to do thorough quality checks, and product trials on various sizes.
From the delicate act of restoring our foundations to the serendipitous magic of discovery, from finding inspiration in the artistry of nature to embracing the power of rituals, and finally, cultivating oneness with the universe and our community—this year has been a journey of growth and self-awareness.
As we bid farewell to 2023, we carry forward the lessons learned, the connections made, and the values upheld. In the coming years, may our roots run deeper, our values stand stronger, and our journey continues to unfold with grace, purpose, and an unwavering commitment to a life well-lived. Until we meet again, welcome, 2024!