Almost 20 years ago, at the turn of the 21^st century, a dream was born in a small cricketing town in India. After flitting from career to career, Simar Singh finally found his calling – designing organic, eco-friendly clothing for the fashion conscious. A trendsetter in this hitherto ignored niche, Simar’s ideas and enthusiasm rapidly caught on, with interest in the media, and fashion shows staged in various cities. Orders for his clothing started to come in from small, independent clothing houses all over the world – Germany, UK, France, US, Saudi Arabia, Australia, New Zealand and more.

‘There is never enough time to do everything, but there is always enough time to do the most important thing.’ – Brian Tracy

‘The best way to make a contribution in fashion is to promote the idea that a fundamental interest in preserving the environment is itself fashionable.’ – Giorgi Armani

Simar’s favourite quotes helped shape the ethos and vision of his company. The concept of only selling environment-friendly clothing formed the heart of his business so each one of us could help in contributing, even if in the slightest, in preserving our planet ‘Earth’, the greatest provider of all.

Yoga and meditation clothing was a natural development in this journey, as proponents of these uplifting body-and-mind activities keenly understand the importance of preserving our planet. Serving this community also felt like the ‘right’ thing to do.

Today, the world at large is waking up to the seriousness of protecting our environment.

Sadly, Simar Singh is no longer with us, but his dream lives on. His brothers carry on the work he started, with as much gusto and enthusiasm.

We would like to think Simar would be proud to see how his vision is shaping up.