Why I Chose Slow Fashion: A Founder's Story | Notch Above

Why I Broke Up with Fast Fashion (And Why You Might Want To, Too) By Chethana Anumolu- Founder of Notch Above

Let’s be honest. How many times have you stood in front of a bursting closet, hangers jammed together tight, and thought, "I have absolutely nothing to wear"?

I’ve been there. For years, my wardrobe was a revolving door of trendy pieces I bought on impulse because they were "on sale." They felt great for the first wear, okay for the second, and by the third wash, they were shapeless, faded, or a button had popped off.

There was a distinct moment a few years ago when the shift happened for me. I was packing for a trip and realized that despite owning hundreds of items, I only truly loved and felt comfortable in about five of them. The rest felt disposable.

That realization began a journey that led to the creation of Notch Above. I wanted to build something that wasn't just about selling more clothes, but about changing the way we relate to what we wear. I wanted to champion the Slow Fashion Movement here in India.

But what does "slow fashion" actually mean in a world obsessed with speed? For me, it comes down to three simple, non-negotiable pillars that define everything we do at our Hyderabad studio.

The biggest tragedy of fast fashion is that it erases the human hand.

I remember one of my first trips to meet artisan weavers in a small cluster outside of Hyderabad. I watched a master weaver working on an intricate Ikat pattern on a pit loom. The rhythmic clack-clack-clack was hypnotic. He told me it would take him three full days just to weave enough fabric for perhaps two dresses.

When you hold fabric made with that level of intention, you can feel the difference. It has soul. It has breathability that mass-produced synthetics just can’t replicate.

At Notch Above, whether it's the hand-block prints in our Selah Collection or the handwoven cottons in our Basics Edit, we know the faces and names of the people who made them. We aren't just "sourcing"; we are co-creating and ensuring fair livelihoods. When you wear these pieces, you carry that story with you.

Living in India, we know heat. Yet, so much of modern clothing is made from polyester—essentially plastic—which traps heat and doesn't biodegrade.

I knew that if Notch Above was going to be truly sustainable, the materials had to come first. We prioritize natural, biodegradable fibers that feel incredible against the skin and are kind to the planet.

We love the earthy texture of pure linen, but we also love innovation. That’s why I was so excited to introduce Italian Banana Crepe in our Lux Edit. It’s luxurious, drapes beautifully, and is made from agricultural waste. It proves that "sustainable" doesn't have to mean boring or rough; it can be deeply elegant.

This is personal for me. As a woman with a real body that doesn’t always fit perfectly into a standard "size S" box, online shopping was often frustrating. A dress might fit in the hips but gape at the bust, or a co-ord set would require two different sizes for top and bottom.

Slow fashion isn't just about how it's made; it's about how long you keep it. And you won't keep clothes that don't fit you perfectly.

That’s why customization isn't an afterthought at Notch Above; it's core to who we are. Because we produce in small batches, we can offer to shorten a hemline, let out a waist, or mix-and-match sizes for our co-ord sets. We want your Notch Above piece to be the one you reach for instinctively, time and time again.

Embracing slow fashion doesn't mean throwing out your entire wardrobe today. It just means pausing before your next purchase. It means asking: Who made this? What is this fabric? Will I still love this in five years?

I invite you to explore our collections, read about our materials, and maybe try just one piece that was made with intention. You might just find that having "less, but better" is the most liberating style choice you’ll ever make.

Welcome to the conscious side of fashion.

Warmly,

Chethana Anumolu

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Ready to experience the difference of handwoven, sustainable style?

• [Explore The Basics Edit] – Timeless staples made for everyday living.

• [Discover Woven Wonders] – Celebrating the art of Indian handloom.

• [Need a Custom Fit?] – WhatsApp us to chat about your measurements.

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