Anmol Sharma and Aredath Siddharth got their first hands-on experience of design at Fashion and Apparel Design department of NIFT, New Delhi. During the college span the duo was selected to represent NIFT, New Delhi at a student level competition organised at WIFW Wills India Fashion Week and were able to convert the opportunity with a smashing victory. This recognition ignited a sense of trust and awareness within, which created a ripple effect; their art and design projects were successively selected at various national and international platforms including thrice at the prestigious World of Wearable Art museum, New Zealand. Seven years down the line in fashion industry, the designers have gained experience at various levels including craft cluster in Maheshwar (MP), corporate brands such as Louis Philippe, Colormode, Peter England and design studios such as Darkwhite, Wrap Studio and Zaaki. FIRM Clothing was co-founded in 2015 with a vision of creating original street wear style with functional detailing as the USP. Besides FIRM Clothing and Dhātu as their labels, the designers are currently consultants for brands like Royal Enfield apparel division and NIFT design projects and even work in the capacity of guest lecturer at NIFT. Moving forward with their creative instincts and a sense of responsibility towards ethical practices, they aim to create awareness and minimize the ecological damage caused due to the fast fashion industry.
The brand takes inspiration from human anatomy and dynamics to create its urban wardrobe. A stand out feature of the line is the utility features that are strategically positioned and come in handy for everyday use. Meticulous, methodical approach to construction and well thought out details that add pre-defined functions, lend a distinct aesthetic appeal and 3D-fits shapes along the musculature adding a robust appeal to the wearer.
With the FIRM ready-to-wear line, the focus is to provide stylistic freedom for people who want to follow an independent path in life; particularly for those who decide to express their individuality also by the way they dress.
Ready to wear is not an easy market to break into for it. Unfazed by the slim odds of successfully campaigning against the off-shore giants of the fashion industry the brand continues to impose tough, environmentally friendly and safe practices into their production and operations. And as the brand grows, it is shaping up as a response to the set and setting - the man and the environment he inhabits.