For decades, fashion has been driven by visibility. Logos got louder, branding became a shortcut for status, and social media turned bold symbols into fast-moving signals of identity. But as trends accelerated and wardrobes filled up, a quiet shift began. Global consumers started gravitating toward pieces that last longer, fit better, and feel personal – fueling the rise of quiet luxury built on craftsmanship and subtlety instead of noise.
India is still early in this transition. Fast fashion and logo-led brands dominate the landscape, yet the first signs of a quality-first mindset are emerging, especially among discerning consumers who prefer timeless design over loud branding. This shift is opening space for brands that focus on fit, personalisation, and long-term wardrobe value.
To explore this further, we sat down with ‘Bombay Shirt Company’ founder Akshay Narvekar as part of our ‘The Operator’s Playbook’ series. The conversation offers a grounded view of how a premium apparel brand can be built patiently in India – balancing craftsmanship with data, offline execution, and disciplined growth.
If you’re interested in how quiet luxury intersects with unit economics, customer trust, and brand-building in India, this discussion is worth watching. You’ll find the full video linked below. View in blog format here.