For us, responsibility isn’t a footnote. It’s the first decision we make.
Before we sketch a design, before we touch a swatch, before we think about pricing — we ask one thing:
Is this worth making?
Because every garment is a choice. A choice to create something that will either respect the world it lives in — or quietly add to the damage. We don’t believe brands should wait until after launch to start caring. That’s why we don’t treat responsibility as a post-production checkbox. For us, it’s built in.
We’ve said no more than we’ve said yes.
We’ve rejected 14 manufacturers just to find one who met our standards — not just in output, but in how they treat the people behind the scenes. Their name doesn’t matter. What matters is this: we didn’t settle. And we never will.
We’ve walked away from good-looking fabrics that didn’t age well. We've trashed designs that didn’t serve a long life. Because timelessness isn’t just aesthetic. It’s moral.
We run lean — so responsibility doesn’t get cut.
Being responsible doesn’t mean being inefficient. In fact, it forces us to operate smarter. We maintain internal SOPs and even a “mistake ledger” — a brutal, honest list of what went wrong, so we never repeat it.
We plug every money leak, automate where it makes sense, and use tech and analytics to keep operations tight. That’s how we can afford to build responsibly without charging the customer extra.
Built in ≠ bolted on.
We're not here to market virtue. We’re here to run a business that doesn't require a conscience department to clean up after the core team.
As our founder Abhinav puts it : “Responsibility isn’t the consumer’s job. If we made it, we clean it up. That’s the deal.”
We don’t want applause for this. We just want more brands to act like grown-ups.
- Team CAE