ETHOS
At 'Journal by Pranay', we see clothing as a canvas to express art in multi dimensions. Just like how a journal is a collection of memories, stories, journeys, feelings represented by photographs, art and collectables making it a repository of one's heart; Each of our collection is inspired by a memory we have, an imagination, a dreamscape, our travels, nature around us, a calming vision, a seasonal bloom, an experience. We see designing as a process of inaugurating how we see and experience the world around us through clothing.
PROCESS
The quotient of luxury for us is in the process we practice which reflects in each of our outfits. We start with questing for inspirations in our favorite stories, experiences we cherish, ethereal flora and fauna that nature offered us, myths and mythologies, plethora of folk lore that this land had given us through generations or an imaginary euphoria. Our team of skillful artisans & designers under the guidance of Pranay, then work to transform it on to the finest natural fabrics we source from across the Indian clusters, through diverse craft processes we work on at our studio and bring out the best of the outfits that invites individuals to resonate with the story we tell and the emotions we convey. Extending from creating the outfits, our process is more about honoring the thread of connection between the material, the craft, the maker and the wearer.
HANDS
Our outfits carry the memory of the hands that gets involved in its making. We work closely with weavers, artisans and handloom clusters across the country not just for the sustainability element but for the joy of including and collaborating with real people, adding their skill and uniqueness to the fabrics and crafts which finally reflects in the outfits we make. From hand woven fabrics to skill full sewing and from hand drawn motifs to beautiful hand embroideries, our outfits are a pure love for everything handcrafted.
COMMUNITY
At JP (Journal by Pranay), clothing is designed to be cherished, worn and re-worn; Showering them with love and care, imbibing a sense of slow life where one soaks in the beauty of every moment. Our outfits transcend mere necessity; they are chosen as they remind once self of a vague nostalgic memory, a fresh emotion, a cherished summer, a flower gifted by a loved one, or a shared laughter. Often, we enjoy playing a little hide and seek with our patrons, inviting them to discover the tiny little details we put into our outfits, encouraging a deeper connection with the artistry and effort behind creating them.
CONSCIENCE
We believe in celebrating beauty with responsibility. As a conscious clothing brand made in India, Sustainability is not an afterthought but an integral part of who we are. It allowed us the luxury to embrace, soak in, and enjoy the slow process, each moment we spend at our studio incepting our timeless pieces, our pursuit of handloom weavers and artisans from across clusters to infuse the rich textile heritage and craft legacies into our material library. With a mindful design philosophy, our outfits are a friend to both skin and soil. Accompanied by continuous effort towards reducing our wastage, offsetting our carbon footprint, re-using and upscaling our fabric remains, we set ourselves with new goals towards sustainability and constantly work on making our brand a lighter burden to the environment.