S-Way is a brand that is catering to the ethnic fashion industry by combining traditional skills from India's northeast region with modern trends. Established by a previous petroleum engineer with a deep interest in fashion, S-Way seeks to revolutionize the daily attire of Indian women with trendy ethnic clothes that are both comfortable and stylish.In a recent conversation with Business North East, owner Mrs. Goswami said "S-Way mainly concentrates on designing adaptable kurtas for the modern woman who is always busy. These clothes range from ₹1,000 to ₹5,000, catering to a large number of people while maintaining quality and affordability.
The commitment to sustainability is evident in the brand's handcrafted products, made in small batches to prevent mass production and create closer ties with local artisans". She also added that "the weavers from Assam and Meghalaya are vital to S-Way's mission. S-Way has created new opportunities for these artisans' skills by motivating them to modernize traditional techniques. This cooperative method not only gives authority to the weavers but also guarantees that every item embodies the region's diverse cultural legacy". Besides its ready-to-wear collection, S-Way supports personalization, especially for larger-sized women and special events, allowing clients to design one-of-a-kind items that fit their specific requirements. The brand's core values center on accepting everyone and celebrating individuality, proudly showcasing local talent.S-Way, a burgeoning fashion brand rooted in Northeast India, is poised for significant growth, aiming to establish itself as a key player in the regional fashion landscape.
Mrs Goswami added that "with an initial investment of ₹80,000, S-Way generated ₹6 lakhs in its first year and is targeting ₹25 lakhs by the end of the current financial year". The brand's founder envisions a future where S-Way is synonymous with Assam and Northeast India, encouraging recognition of the region's rich craftsmanship on a global scale. “When discussing fashion from Assam or the Northeast, I want S-Way to be the name that comes to mind,” she stated.The global fashion industry is increasingly spotlighting Indian designers, with icons like Beyoncé and Jennifer Lopez donning creations by Indian talents such as Gaurav Gupta and Sabyasachi Mukherjee. This surge in international interest presents a ripe opportunity for S-Way to showcase the unique artistry of Northeast weavers. As S-Way prepares to expand its reach, it remains committed to celebrating local craftsmanship while promoting sustainability in fashion, aiming to elevate Northeast India's cultural heritage on the world stage.
FIRST Business Portal addressing the potential of business capability of North East Region.
