Arimi: One name. One Luxury
Arimi is a luxury clothing brand based in the City of Joy, Kolkata. Arimi is a Made to Measure brand. They want people to experience fashion in the rawest form thereby breaking the stereotypes of body size and shapes. Arimi sees the beauty of an individual beyond its body shape, size, colour and height.
Founded by Aritra Das and Sumi Muktan, the duo were friends since 2015. They met at the prestigious National Institute of Fashion Technology, Hyderabad where both of them have done their graduation in Fashion Designing.
Aritra is specialised in Surface design Techniques, Surface manipulations and 3D embroideries whereas Sumi’s expertise lies in Creative pattern making and sustainable cutting techniques.
Aritra was born and raised in Kolkata. Kolkata is a city of rich literature, culture and heritage with marvelous architecture. He was always inspired by the deep-rooted culture that the city had to offer. The knowledge that he gained from Kolkata has helped a lot in shaping him as a person during his college days.
Sumi on the other hand, hails from the Land of Blue Hills and Red river- Assam. Growing up in a state with varied flora and fauna and charismatic scenic beauty always influenced her. Inspired by her mother’s interest in dress making, she started practicing design at a very early age.
The name ‘Arimi’ has been put together taking components of ‘Ari’ from Aritra and ‘Mi’ from Sumi. It stands for a collaborative approach that they have taken to build and nurture it. ‘Arimi’ means independent and confident which thoroughly resonates with the motto of the brand.
At Arimi, they always try to align their designs and fittings to an idea. Hence, every tiny detail is customisable according to one’s choice and comfort.
One of the major USP of Arimi is that they provide customised fashion to their customers. In an age where you have ready-made options available for almost everything, customisation is something which really gives them the edge over other brands. Keeping the pricing affordable without any compromise in quality and comfort has always drawn customers to the brand.
They also offer different genres of fashion thereby giving you a plethora of options to choose from. A variety of exquisite 3D embroideries is also something that Arimi offers to their patrons.
When asked about their biggest learning since the start of their business, Sumi says ‘Hard work and perseverance have no alternatives. An undeterred attitude during hard times will definitely benefit in the long run’
The first collection of every brand is very special. It makes you go back in time and reminds yourself that you have come a long way.
Arimi’s first collection was The Mystic Aura. It was inspired by the imaginative theory of Aura.
‘Everything in this universe is made up of atoms vibrating at a particular frequency. Due to the vibration, an energy field is created around each object which is electromagnetic in nature. This means that the energy filed carry charges and is magnetic in nature. Invisible to the naked eye, this electromagnetic field represents you and your nature to others. So, ‘aura’ means a reflection of your own self’ says Aritra.
I absolutely loved the fact as to how the duo have put in so much depth and thought behind a single collection. The confluence of nature and science simply mindblowing.
There has been quite a few pieces which absolutely blew their customers since they mostly work on custom designs. However, if one has to choose, then Arimi’s best selling collections would include include Ivory Bakku Dress and CV Blue shirt.
Arimi has conducted several Exhibitions so far in kolkata which includes The fuss, Parampara, Prayas, IDH. They are also participating in Souk lifestyle Exhibition which is going to happen in the month of January 2023. Stay tuned to their social media handle for the exact dates.
Arimi ships pan India and it takes around 10–12 days to deliver a piece. However, if it’s a bridal lehenga then they take appropriately 15–30 days depending on designs and embroidery.
I have linked their Facebook and Instagram handle so that you can go through their catalogue. Since the festive season is already knocking at the door, If you wish to get a customised dress for you or your loved one, DM them straight up on their Instagram handle.
The Duo’s advice to young entrepreneurs would be:
‘Have a clear vision about the objective and growth strategy. Any expenditure for any purpose should have proper justification even if there is a lot of capital involved’ says Aritra before signing off.
