A contemporary womenswear brand with an Indian soul, Untung is loved for its minimalist designs, clean cuts and extremely versatile outfits. Their latest loungewear is also a perfect confluence of ethnic and Western sensibilities. “People mostly staying at home, we wanted to offer something that was not only aesthetically pleasing but also super comfortable,” explains Prakhar Gupta, the founding designer of Untung.
Made with the softest organic cotton, the range consists of pajamas, shorts, nightgowns and kaftans. “With fewer occasions to go out, our wardrobes are undergoing a major overhaul. Customer preferences are now shifting towards easy-to-wear and easy-care clothes. Casuals are the new fashion,” Prakhar believes.
When it comes to women’s fashion, the designer believes comfortable fits are totally in the spotlight with oversized tunics and kurtas, matching sets and layered dresses being some of the hottest trends alongside contemporary versions of the art of tie-dye. “We plan to add more costume sets, matching sets and casual dresses to our product line. A festive collection is also in preparation, which will be launched around Diwali. We are also working on an experimental denim capsule line that aims to redefine the way customers currently perceive denim. Bomber jackets and casual coats will also hit shelves in the later part of the year,” Gupta informs.
Gupta believes that the pandemic has opened a window of opportunity for indigenous brands and customers shifting from offline to online has further provided a level playing field for smaller indigenous brands. “People spending more time at home on laptop and mobile screens has also helped local brands gain more exposure and reach a wider audience,” he adds.
Recently, the label switched to biodegradable bamboo packaging and aims to completely eliminate the need for single-use plastic by the end of the year. “Even though the costs involved in becoming a sustainable business are quite high, especially for small businesses like ours, these practices are an integral part of our growth roadmap,” says Gupta.
Price on request. On untung.in