Itō, Ito, Itou, Itoh or Itoo (written: 伊藤) might be the sixth most common Japanese surname but now is the name of a Delhi based menswear label owned by Amit Babbar, which also means a yarn or thread in their lingo. Its aesthetics are an aftermath of his luxurious globetrotting trips during childhood which left an indelible mark in the cerebral cortex.

Listening to him a quote by Muhammad Ali “He who is not courageous enough to take risks will accomplish nothing in life” kept ringing in my ears. As a lad he started his design journey with a Fashion Design course from Wigan & Leigh  New Delhi. Thereafter became an entrepreneur at 21 itself. Now for nearly a decade and a half  he has been exporting to the likes of Maison de soil, Mando and United Arrows in the Japanese archipelago. 

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Continue reading “Anti-fashion menswear for X, Y, Zee generations”