About Kitsch Culture

Kitsch Culture India takes the things we inherit craft, cloth, ornament, memory and gives them somewhere new to go.

The name Kitsch Culture comes from our fascination with the things that sit outside conventional ideas of good taste. The overly ornate. The sentimental. The nostalgic. The slightly eccentric. The things we keep simply because we love them.

In India, we have always had a culture of more. More colour, more gold, more embroidery, more jewellery, more personality. We don't see that as excess. We see it as expression.

Kitsch Culture celebrates that instinct, while placing it within a wardrobe for today.

We look to India not as an archive to replicate, but as an extraordinary vocabulary to keep speaking. A Mukaish technique passed through generations. The precision of Cutdana. A Gara motif. Crochet worked slowly by hand. The shape of an old kameez, a piece of ceremonial armour, a batua tucked away in a grandmother’s cupboard.

We take these fragments and move them forward.

Our clothes are informed by the wonderfully particular way Indians have always dressed: mixing things that technically shouldn't belong together, borrowing from mothers and lovers, altering something until it becomes entirely your own, and wearing the precious with the everyday.

So heritage, to us, is not something to preserve behind glass.

It should be worn. Borrowed. Spilled on. Danced in. Passed down.

Every Kitsch Culture piece begins with that belief. We work with Indian textiles and handcraft, but resist treating either as nostalgia. Instead, they become part of a wardrobe that feels instinctive, irreverent and unmistakably of the present.

Because the pieces we love most rarely stay exactly as we bought them. They soften. They crease. They collect stories. Someone else eventually steals them from our wardrobe.

We don't want to make clothes you eventually throw away.

We want to make the ones somebody fights you for ten years later.