335TH, a new fitwear brand, features skirts, leggings and dresses that help you play up your assets
Look fit and fighting with 335TH, a Delhi-based brand that promises to hide the niggling bulges and show you up in a flattering silhouette. Recently launched in the city, the brand offers dresses, jumpsuits, skirts, treggings and leggings under the line ‘fitwear’, wherein clothes are fused with an inner shapewear that helps with the nips and tucks.
Poornima Vardhan, the founder of 335TH says, “We focus on creating wardrobe staples for women that enhance their body while providing an excellent fit without compromising on style, quality and comfort.” Moving from finance to fashion, this successful investment banker returned from New York to start from scratch by consulting with textile specialists in China and a brief stint at Satya Paul. The 30-year-old first got the idea of launching this concept in a flat numbered 335, which explains the unusual name.
For the modern
Since the brand’s debut in December 2013, with only leggings in solids and prints, they have come a long way with rapid sales growth, a 100 per cent in-house production and an active e-store. While the collection online includes the entire range, Vardhan does try to keep one or two styles exclusive for both online and offline retailing. When asked about her target audience, “The 335TH girl symbolises and represents the ‘On the go’ lifestyle of a modern woman. She is confident, successful, has a unique personality and style and wants to present the best of herself to the world,” insists Vardhan who loves Altuzarra, Carven and Dior.
Up a notch
While Indian brands like Zivame and B!witch offer shapewear as inner garments, 335TH is the only Indian option that make, garments infused with shapewear like international brands NUE and Project Gravitas. Vardhan seams spandex and lycra-based fabrics inside her clothes which are made of different blends like cotton and polyester. With sizes ranging from XS to XL, expect a line of new improved leggings with woven patches and leather detailing, ripped leggings and French lace in black, grey, olive and coral from their Fall’14 collection. For the Winter collection, Vardhan is creating a structured military look in hues of blues and deep greens. There are plans of more designs, including menswear and T-shirts and tops for women, in the future.
At Evolv. Priced from Rs. 1,899. Details: 335th.com
— Sharmistha Maji