New Delhi [India] October 18: The fashion industry, especially the fast fashion segment, is known for its rapid production cycles, evolving trends, and mass appeal. However, this growth often comes with significant challenges, such as environmental impact, overproduction, and maintaining a balance between affordability and quality. Brands face constant pressure to stay relevant while ensuring that their practices are sustainable.
In this landscape, where large corporations often dominate, smaller, more agile companies have started to carve out their niche by offering something different—something bold.
This is where Dioste, a young and ambitious brand, enters the scene.
Founded in 2023 by 19-year-old twin brothers Ronit Shekhar and Ritik Shekhar, alongside their co-founder and designer Malvika Nair, Dioste is not just another fast fashion label. The brand embodies a fresh, empowering philosophy, striving to make every woman feel like the ‘main character’ in her own story. Dioste is built around the idea of creating high-quality, designer fashion that’s accessible and inclusive, while keeping sustainability and environmental consciousness in mind.
Fast fashion is often criticized for its environmental footprint and the overproduction of clothing. Brands are pressured to release new collections constantly, leading to surplus stock, wastage, and unsustainable production methods. However, at the same time, consumers demand affordability, making it difficult for fashion brands to implement eco-friendly practices without raising prices.
Dioste, despite being a fast fashion brand, is determined to take a different approach.
As Founder Ritik Shekhar explains, “The driving force behind Dioste’s creation was the founder’s commitment to women’s empowerment. We firmly believe that while clothes may not change the world, the women who wear them will. Every piece is designed to inspire confidence and strength, reflecting the brand’s mission to celebrate and empower women everywhere.”
Dioste’s name itself speaks to the brand’s vision. Derived from the Italian words “Dio” (God) and “ste” (female), Dioste translates to “goddess.” The brand aims to celebrate every woman’s inner strength and beauty, providing clothing that enhances her confidence and elegance.
“We want women to feel bold and beautiful, as if they’re the main character of their own story,” says co-founder Malvika Nair. This message is not just marketing rhetoric—it’s a core part of the brand’s DNA, reflected in every design they create.
Each piece of clothing from Dioste is treated as a work of art. Every order is hand-designed and handpicked, ensuring attention to detail and a personal touch that mass-produced fashion often lacks. The designs are elegant yet bold, offering women the opportunity to express themselves confidently, whether they’re dressing for a casual outing or a formal event.
What sets Dioste apart is not just the quality of its clothing, but also the story behind its founders. At just 19, the Shekhar twins, Ronit and Ritik, along with Malvika Nair, are on a mission to revolutionize fast fashion in India. Despite their young age, they are deeply committed to creating a brand that blends style with sustainability. Their journey began when Ronit, initially involved in options trading, decided to explore something new upon starting college. The idea of a fashion brand was born out of this desire to innovate and create something that was uniquely their own.
Ronit oversees everything from production to marketing, while Ritik manages sales and advertising, focusing on both online and offline markets. Malvika, the creative genius behind the brand, handles design, marketing, and social media, ensuring that Dioste maintains a strong connection with its audience.
Dioste’s founders also understood the power of perception when it comes to fashion. By giving the brand a European vibe, they aimed to cater to customers who associate European fashion with high quality and sophistication. However, Dioste is proudly Indian, sourcing its fabric from Surat, designing and sampling in Noida, and manufacturing in Mumbai. This fusion of global appeal with local craftsmanship is a key differentiator for the brand.
The founders of Dioste have their eyes set on both short-term survival and long-term global success. Their immediate goal is to establish Dioste as a recognized name in India’s fast fashion industry, expanding their presence to tier 1, 2, and 3 cities. In the long term, they aim to go global, representing Indian fashion on the international stage.
Despite being a fledgling brand, Dioste has already seen promising growth since its launch. The positive response from customers, paired with their focus on quality and affordability, has given the founders confidence in their vision.
Dioste is not just a fashion brand; it’s a movement. With their bold designs, commitment to sustainability, and a strong vision of empowering women, Ronit, Ritik, and Malvika are set to make their mark in the fashion world. In an industry often criticized for its environmental impact and lack of inclusivity, Dioste stands out as a young, forward-thinking brand with a heart.
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