Behind The Brand

Ittu ki Kahani

In a world saturated with noise, we found beauty in the understated. Ittu was born amidst a conversation at work, on a slow saturday afternoon among co-workers passing playful, funny, witty, profane and at times completely random comments at each other. To simply put it, it was a boring day, but not the people, or that conversation. That is exactly what Ittu is, it is the notion that a simple thought can become a bold idea and that nothing is boring if you know how to have a little fun. A vision to blend explosive creativity with clean, minimal aesthetics, Ittu is set out to create clothing that makes a statement without saying too much—a perfect balance of bold and subtle.

 

Ittu ki Philosophy

Our philosophy is rooted in the idea that life is too short for dull moments and that every interaction, no matter how seemingly ordinary, holds the potential for something extraordinary. We embrace the raw, the playful, and the unconventional, Through colourful and unique designs celebrating the beauty of imperfection and finding joy in the unexpected. We draw inspiration from a wide range of sources and themes; from cultural elements to typographic illustrations to experimental designs, we believe in self expression and individuality, so whatever your vibe is, discover it with Ittu.