SELVEDGE™

Selvedge™ is an independent fashion studio in India, working globally across the full chain - design, development, manufacturing, and everything that takes a brand to market.

Selvedge was built out of the brands we made ourselves. It's how we now build for the brands we work with.

Work

(Selected Projects)

Sole Studio

Brand Strategy · Brand Systems · Creative Direction

Urban Darzi

Circular Design · Brand Building · Product Design

Urban Monkey

Creative Direction · Campaign Production · Casting & Styling

Freakins

Circular Design · Product Development · Manufacturing

See All Work

Services

(What we do)

Brand Strategy & Direction

Where a brand decides what it is, and what it refuses to be. We build the positioning, the architecture, and the logic a brand runs on, before anything gets designed. Get this right and every decision downstream gets easier.

Brand vision, positioning & architecture
Brand DNA: ethos, values, worldview
Consumer profiling & cultural intelligence
Category & price positioning
Brand operating frameworks
Long-term brand stewardship

Design & Product Development

We design what can actually be made, because we're the ones who make it. Collections, products, identity systems, tech packs - drawn with the constraints of production already in the room. Nothing reaches sampling that can't survive it.

Product vision & design direction
Collection & range design
Tech packs & specification sheets
Pattern development, grading & fit
Prototyping & sampling
SKU logic & product architecture

Material & Manufacturing

The stage most studios outsource. It's the one we're built on. Sampling, sourcing, and production - 50 units or 10,000 - to a retailer's standard, with traceability built into the process, not added after.

Fabric, trim & construction direction
Sourcing & material supply, India & global
Bulk manufacturing, 50 to 10,000+ units
Vendor & factory management
Quality control & compliance
Traceability & low-waste processes

Creative Direction & Campaigns

The work that takes a product to market and makes it stay there. Concept, casting, styling, and direction - the brand shown as one coherent thing, across every surface it lands on.

Campaign concept & art direction
Casting, styling & shoot production
Lookbooks, film & editorial
Brand voice & communication
Launch & drop strategy
Retail & in-store activations

Experience & Growth

How a brand holds its shape as it scales - in space, online, and over time. Retail, digital, and the systems that keep it coherent long after launch. Growth is a design problem, not just a marketing one.