In today’s fashion world, few words have aged faster than trend. A silhouette becomes a “must-have,” a colour goes viral, and before the glue on the mood board dries, everyone’s moved on. Relevance is measured in clicks. Clothes are made to disappear.
Very recently, I spoke to a few extremely talented students from esteemed fashion schools who approached the brand for internships. Unfortunately, I had to tell them to reach out once their college was over. Why? Because their curriculum requires them to create two trend-driven collections in just three months.
If we’d followed trends, these shoes wouldn’t exist. I abhor the word trend - it is transient, weak, and forgettable.
When we launched in 2024, we didn’t rush. I personally wore seven prototypes for two months before we shortlisted five. We made changes - subtle adjustments you wouldn’t notice at first glance, but you’d feel when you wore them. That’s how we launch even a single design. It requires time, patience, and revisions.
As we build our next collection, I thought it’s worth saying: there’s no trend board on our walls.
So how do we arrive at our designs?
I didn’t study fashion. But I was a journalist, and I’m wired to observe, ask questions, and connect the dots. I pay attention to how we’re living, what’s shifting in society, what we actually need - and whether I can offer something thoughtful in response.
That’s how I’ve always designed. And this time too, we’re keeping it lean. You’ll see five or six new designs. No more.
We’re not here to feed overconsumption. The fashion industry already does enough of that. We’re here to make fewer things - and make them well. Products that respect craft, heritage, and the people behind them.
Every Ugra shoe is made only after you place your order. Handcrafted, start to finish, by skilled artisans.
Our focus is simple: quality, durability, and craftsmanship.
Designs rooted in function, form, and Indian leatherwork.
Not what’s trending - just what’s worth making.