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Press Release: INDIAS 1ST GENDER NEUTRAL FASHION LABEL LAUNCHED BY

FASHION BLOGGER PURUSHU ARIE

Chennai, October, 2017: Reaffirming the idea that internet is the new underground of fashion; Purushu Arie launched
his signature gender neutral fashion label with a rich-media blogpost. The 26-year-old fashion blogger-designer
observes progress as an odyssey of individuality achieved by freedom of choice for self. Purushus clothing line
celebrates individuality by proposing neutrality of race, age, appearance and every other cultural conditioning and
differences.

Asserting his commitment to slow and sustainable fashion philosophy, Purushus unconventional fashion label will retail
limited edition ungendered capsule collections in natural handloom textiles.

COLLECTION NOTE: BEYOND BINARY

Beyond Binary envisions birth of non-conforming pluralist energy in a collectivism setting. Absolute opposites of dualism
synchronize a spectrum that isnt binary anymore. Binary perspective of black and white is merely polar ends of a larger
spectrum shaded in greys. Purushu Aries capsule collection is a confluence of binary opposites that alters absolutist
thought dimensions. Curves and angular lines, pinstripes and ruffles, functionality and vanity, femininity and masculinity
all elements come together in plurality to shape the labels post-Genderism aesthetics.

Unique Japanese cutting techniques are employed to create offbeat utility designs that redefine the ethnic image of
handlooms in khadi, Madras checks and 100% natural cotton. Purushu Aries handlooms carry a universal message of
neutrality and individuality, thereby strikes a relationship between the fabric and wearer much deeper than skin. Sari
pleats and lungi drape recur as the central inspiration throughout. Gathers, ruffles and bell sleeves of vintage Indian
sari-blouse lends inspiration to the crop tops which are ergonomically designed to fit both mans and womans body.
The kara border of veshti is retained on front plackets and hem, weaving together elements of traditional Indian
menswear and womens attire to shape the new look of tomorrow.

WAISTBAND LUNGIS
Waistband lungis emerge as the breakthrough pieces in Purushu Aries latest gender neutral range. The arrival of lungis
with waistband revolutionarily alters the functionality of the garment forever. Tie up waistband lungis featuring traditional
border go hand in hand with quirkier draped styles in the collection.

Colour Palette: Green evokes the emotions of progress, harmony and fertility. Natural tones of pickle green, artichoke
green, pickle green and sage green rule the colour palette along with shades of royal blue, off white and Indian red.
Subtle tones of cider orange, liberty blue and sage green are used in borders and stripes.
Price Range: INR4999 & above.

About Purushu Arie

Purushu Arie founded India's most read men's fashion blog in 2009 while studying fashion design in New Dehi. At the
age of 19, he was invited by Fashion Design Council to review shows at India Fashion Week, New Delhi. Ever since,
Purushu has collaborated with more than 50 retail and luxury brand and is rated among best fashion bloggers in India.
Following a stint as menswear designer at Lee Cooper Mumbai, he relocated to Chennai in 2013 where he presently
resides. The 26yr old NIFT New Delhi alumnus launched India's first exclusive gender neutral fashion label in 2017.

Link: http://purushu.com

1 PURUSHU ARIE
13th October 2017