To protect a sense of uniqueness, The Summer House produces its pieces in extremely limited quantities that are released as part of new collections every other month or so:
Nostalgia-fueled brand The Summer House makes ethically produced, quality-focused clothing you can actually afford.Author:Whitney BauckPublish date:Jun 2, 2017If you grew up in the West, the idea of buying fabric to have sewn into a custom garment by the tailor who made every other item in your wardrobe seems like a dream from another century. But in India, it represents a way of life that's only a generation or two removed from the current reality of mass-market brands.
"The Summer House was really born out of nostalgia," Parihar says. "Growing up on a farm like I did, you want to escape to the city and build a life for yourself. But it's that typical story: once you go away, you start really missing all the good things. You experience soul drain. Everything's commercial and there for a reason, and nothing's just there for the sake of being, which is what a summer house is for.
"There was this gap for us to fill in, because I think that young Indians and professional Indians in cities don't really dress in the traditional manner anymore," says Parihar. "But there aren't many options catering to the new aesthetic that have been made responsibly. And we personally didn't want to wear something that everyone else was wearing."
The Summer House's environmentally and socially responsible manufacturing is another draw for customers. Since most conscious fashion offerings in India tend to have a boho or "Indofusion" aesthetic, and The Summer House's Kinfolk-magazine-appropriate, vintage-sewing-pattern-inspired look is a welcome alternative for those with a more globally influenced aesthetic.
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