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Aditi Holani, Founder at Shoulder Lab Clothing




Great Companies: How did you get your idea or concept for the business?

Aditi Holani: There was something that intrigued me about being an entrepreneur and nothing better than having a voice that eventually translates into a visual medium. Initially i went with the flow of fashion education and work experience under designers as a part of fun growing up years and doing something creative but gradually on the field, I realised my passion for making beautiful garments and the entire execution process that came with it. I fell in love with the process of conceptualising a mood board, doing research around it and finally translating them into ensembles. Shoulder Lab came into existence as a project to create something new.


Great Companies: What are the various Services provided by Shoulder Lab ?

Aditi Holani: We are a sustainable clothing label and we provide clothing off the racks/customised based on our customers need and occasion type. We mostly cater to the everyday edgy casual segment. The label envelopes stimulating thoughts, philosophies and juxtaposes those distinct characteristics together through various cutting styles thereby exploring the massive disparities that swarms around us. We are constantly inspired by the free flowing articulation of individuality. Our textiles are from Aagor weaves of Ant craft in Assam. We aim towards a zero waste policy and all our wastes are subsequently recycled. Our silhouettes are relaxed and fuss free. We like the textures speak in terms of textiles and and surface ornamentation.


Great Companies: What makes Shoulder Lab different from hundreds of other Fashion and Clothing firms?

Aditi Holani:

A ruminative Design-Philosophy sets us apart and we would ideally like to position our brand amongst customers who are relaxed yet unconventional in approach and also amongst those who truly appreciate art. Combining surface techniques with interesting and unique details best describes us in entirety. A disparate approach through cuts, material design in collaboration with the Handloom clusters is the USP of our Brand.


Great Companies: What are the struggles and challenges you face?

Aditi Holani: The biggest challenge that we face is to educate the customer as to why something handloom-cotton is priced the way they are. We often have to interact at a deeper level with our customers and subsequently engage in a dialogue with respect to our supply chain model, procurement of textiles and the entire process of sketch to store. Another small struggle we face is to keep things edgy without compromising on our ethical practices - we are on the constant lookout for new ways of doing old things, materials that can contribute back to the environment and above all, we try to keep it fun!


Great Companies: How do you plan to grow in the future? What does 5 years down the line look like for Shoulder Lab ?

Aditi Holani: We are looking to foray into the international buying market and participate in the virtual trade shows. We are also looking at adding a few verticals to our business which would give a voice to the Indian artisans at large. We would ideally like to collaborate with more handloom clusters and widen our retail base domestically and internationally.


Great Companies: If you had one piece of advice to someone just starting out, what would it be?

Aditi Holani: It would be to keep things simple - to constantly evolve-grow and to never stop learning, quite literally. I would also like to add that one should just follow their own unique inner voice/gut whether it's Design, Management or Finance.

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