Chosen with intent

There are hundreds of independent clothing labels selling online in India. Here’s what I can tell you about this one.

The selection is the point.

Five days. Two shops. Hundreds of pieces handled. Eleven designs selected. I touched the fabrics, checked the stitching, compared the fits and put most of them back.

I bought all 350 pieces with my own money before a single order was placed. If I choose incorrectly, I don’t lose a product listing. I own the pieces.

There is no AAHN logo printed across the garments—only a label inside the collar. I would rather build the name slowly, through what I choose and how it holds up.

This is the first drop. The next will carry the same judgement, with a broader size range and an increasingly distinct point of view.

If you buy a piece, you are buying my judgement.

That may be a smaller claim than most brands make. But it is the one I can stand behind.