The word 'इत्र' / ‘Itr’ [pronounced as it-ra] means ‘essence’
The brand germinated with a belief - that clothes are an essence of one’s identity. It is a unique visual vocabulary; a personal work of art.
Each piece by Itr is a sum of unique handmade fragments put together to craft minimal and mindful wardrobe essentials. These transeasonal pieces are unbound to time, trend, space or size. These clothes are designed to embrace comfort and ease. 'Clothes that are liberating, clothes that hug you back'.
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