NEW////COMMON
NEW////COMMON is an e-commerce platform to shop curated, independent brands from India. The home for India’s independent fashion, globally.
Here is why we built it.
India makes apparel for the world’s toughest consumer market. Vast, scattered, unforgiving, and highly competitive. The labels that win in a place like this have already proved their worth. With this pressure, a generation of independent designers decided to level up and build exceptionally.
While these products were ready to serve fashion consumers globally, the infrastructure to carry them across continents was not. Our founders experienced this firsthand. Every trip to India felt like a seismic shift in quality, design, and storytelling from independent fashion brands. But none of them could be found back home in New York, Toronto, Dubai, or London. The walls gatekeeping this from the world felt tall and thick: fragmented logistics, no front door for discovery, no catalog, no nomenclature, and an export system built for volume, not design.
NEW////COMMON is tearing down the walls and building an arch welcoming the world.
NEW////COMMON is the address fashion consumers go to fall in love with Indian ateliers, and the partner that does the hard part of crossing borders so ateliers focus on just building the next great design.
NEW////COMMON isn’t built just for the Indian expat living abroad, who already loves the brands we curate. Our mission is to empower every fashion enthusiast from around the world to buy apparel from the source of the craft. Because, just like water from the foothills of the Alps, fashion is better from where it is made. wink, global fashion houses.
To help you understand the breadth of what comes out of India, NEW////COMMON organizes fashion into five Movements:
India is going global — on the street, in the studio, on the loom.
Step in, and we will make sure you fall in love.
We are here to make Indian independent fashion the NEW////COMMON globally.
Kartik spent years helping consumer brands expand into emerging and developed markets. He is now helping Indian independent fashion brands find their footing internationally.
Naman has scaled multiple consumer businesses from zero to over a million users across markets. He is now helping consumers discover NEW////COMMON in different ways.
Venky has built brands and expanded existing ones through his creativity. He writes his opinions on the NEW////COMMON editorial section.