Interview with Pranita Salunke, Founder of Armour Bespoke

An exclusive interview with Pranita Salunke, Founder of Armour Bespoke

In the realm of men’s fashion, innovation and craftsmanship converge to create remarkable stories. One such narrative is encapsulated in the journey of Pranita Salunkhe, the visionary founder behind Armour Bespoke.

As a trailblazer in the world of designer men’s wear, Pranita’s creative prowess and unwavering dedication have redefined sartorial elegance for the modern man. Through a harmonious blend of tradition and contemporary aesthetics, Armour Bespoke has not only adorned men with impeccable attire but also empowered them with confidence.

In this exclusive interview, we delve into the mind of Pranita Salunkhe, gaining insights into her inspirations, challenges, and the artistry that has propelled Armour Bespoke to the forefront of men’s fashion.

Can you share the inspiration behind founding Armour Bespoke, a distinctive destination for designer men’s wear? What motivated you to venture into the realm of men’s fashion and create a bespoke clothing brand?

Pranita Salunke: My Journey: Unveiling Savile Row in India – A Banker’s Path to Becoming a Bespoke Designer. I want to take you on a journey—a journey that began in the heart of the banking world and led me to a place I never could have imagined.

You see, I used to be a banker, observing the bustling lives of professionals around me, especially the bankers like myself. What caught my eye was the prevalence of ready-to-wear clothing in the corporate realm.

Most professionals, including bankers, were donning these mass-produced outfits. However, as I delved deeper, I realized that there was something missing—something vital that was often overlooked.

Clothing, for me, is more than just fabric stitched together. It’s a form of self-expression, a canvas that tells the story of who we are. And yet, ready-to-wear garments, churned out on machines with standardized measurements, failed to capture the essence of individuality.

Every person has their own character, their unique story, and that’s something that can’t be confined to a one-size-fits-all approach.

As I transitioned from banking to design, I decided to specialize in bespoke menswear. Bespoke is a term that encapsulates the art of crafting clothing around the individual. It’s about more than just fitting measurements; it’s about understanding the person—their personality, their lifestyle, their aspirations—and weaving all of that into the very fabric they wear.

I realized that in today’s fast-paced world, fitting into ready-to-wear clothes isn’t always easy. Our lifestyles have evolved, our body types vary, and finding the right fit can be a challenge. Moreover, the accessibility to true luxury bespoke experiences is often limited, especially beyond major cities like Delhi and Mumbai. Many claim to offer bespoke services, but how many are truly delivering that personal touch?

This lack of trust and transparency when it comes to fabrics, raw material, stitching skills, understanding of fashion, latest trends and also variety of prints/ designs is what often compels Indian consumers to travel abroad, seeking luxury formal wear in places like London, Milan, and Hong Kong.

I pondered over this dilemma. Why should our own country lack the resources and the skilled artisans to provide what our consumers seek? Why should we have to rely on foreign shores for attire that resonates with our identity?

That’s when I decided that it was time to bring a piece of Savile Row, the epitome of bespoke tailoring, to India. I wanted to create a platform where individuals could embrace their individuality through their attire, without compromising on quality and trust. The road hasn’t been easy.

It’s been about redefining what “bespoke” truly means in our context. It’s about fostering a culture of transparency, where clients know exactly what materials are being used, what the craftsmanship is like, and how their garment is being brought to life. Its all about “You”

This journey, from banker to bespoke designer, isn’t just a career change for me. It’s a calling, a mission to empower individuals to express themselves through clothing that truly resonates with their story. I want to create a space where trust and authenticity thrive, where the term “bespoke” regains its true significance. It’s a challenge, yes, but it’s one I’m excited to undertake.

So, as I strive to bring the charm of Savile Row to our own backyard, I invite you to join me on this adventure. Let’s redefine menswear, let’s embrace individuality, and let’s celebrate our stories through the garments we wear. After all, each stitch is a piece of our narrative, and it deserves to be woven with care, craftsmanship, and a touch of our unique essence.

Armour Bespoke is known for its unique and personalized approach to men’s fashion. Could you elaborate on the philosophy that drives your designs and collections, and how do you ensure each piece reflects the individuality of your clients?

Pranita Salunke: At Armour Bespoke, our design philosophy revolves around the belief that clothing is a powerful means of self-expression. We recognize that each individual has a unique personality, story, and sense of style. Our goal is to encapsulate these elements into every piece we create, making them an authentic extension of our clients’ identities.

Our collections are not just about fabric and stitches; they are about crafting a narrative. We understand that our clients are not merely seeking garments; they are looking for a way to communicate who they are to the world.

To achieve this, we follow a personalized approach that ensures every piece reflects the distinct individuality of our clients.

The process begins with a comprehensive consultation. We take the time to sit down with our clients, to listen to their stories, understand their preferences, and grasp the essence of their lifestyle. This initial interaction serves as the foundation for our designs. From the choice of fabrics to the cut, the details are all meticulously chosen to align with our clients’ unique attributes.

As we move forward, we maintain a continuous dialogue with our clients. Transparency and collaboration are key in this process. We provide them with insights into the materials we select, the craftsmanship that goes into each piece, and the progress of their creation.

This not only fosters trust but also ensures that the final outcome is a harmonious blend of their vision and our expertise.

The art of bespoke design lies in the intricacies. Every stitch, every seam, and every element is carefully crafted to match the contours of the individual’s body and character. Whether it’s a signature lining that resonates with their passions or a subtle detail that holds personal significance, these nuances are what set our creations apart.

In summary, at Armour Bespoke, our philosophy is about creating more than just clothing; it’s about weaving a tapestry of identity. Each piece is a collaboration between our craftsmanship and the uniqueness of our clients.

Our designs become a mirror to their essence, allowing them to make a statement without uttering a word. This commitment to personalization and the celebration of individuality is what drives us to redefine men’s fashion and empower our clients to stand out authentically in a crowd

In a competitive fashion industry, carving a niche is crucial. How do you differentiate Armour Bespoke from other men’s clothing brands, and what special elements do you incorporate to create a memorable shopping experience for your customers?

Pranita Salunke: In a fashion landscape that’s constantly evolving, differentiating oneself is indeed essential. At Armour Bespoke, we pride ourselves on several distinctive aspects that set us apart from other men’s clothing brands, providing our clients with a truly memorable shopping experience.

Personalization is Our Pillar

Unlike mass-produced brands, our focus is on personalized experiences. We firmly believe that clothing should reflect an individual’s character. Our consultations delve deep into our clients’ stories, preferences, and aspirations. This enables us to create garments that not only fit perfectly but also resonate with their unique identity.

Craftsmanship with a Heart

We emphasize the art of craftsmanship. Every stitch, cut, and detail is meticulously crafted by skilled artisans who understand the importance of translating individuality into fabric. Our commitment to quality is a testament to our dedication to delivering pieces that not only look exceptional but also stand the test of time.

Transparent Collaborative Process

We engage our clients throughout the process, keeping them informed about the journey of their garments. From fabric selection to fittings, we ensure transparency, fostering trust and a sense of partnership.

This collaborative approach makes our clients an integral part of the creation process, making their shopping experience truly unique.

Unique Design Signature

Our designs are not just trends; they are statements of individuality. We incorporate elements that hold significance to our clients, whether it’s a personalized lining or an intricate detail that reflects their passions. This touch of personalization creates pieces that are not just garments, but wearable stories.

Elevating the Shopping Experience

We understand that shopping should be an experience, not a transaction. Our studio exudes an inviting atmosphere where clients can relax, explore fabrics, and discuss their preferences. We aim to make every visit memorable, ensuring that our clients leave not only with exceptional clothing but also cherished memories.

Redefining “Bespoke”

In an industry where the term “bespoke” is often misused, we redefine it through our commitment to true craftsmanship. Our bespoke services go beyond measurements; they encompass the very essence of each individual.

We believe in educating our clients about the process, empowering them to understand and appreciate the value of true bespoke.

Nurturing a Community

We’re not just a clothing brand; we’re a community that celebrates individuality. Through events, workshops, and collaborations, we foster a sense of belonging. This camaraderie enhances our clients’ experience, creating lasting connections beyond the realm of clothing.

In conclusion, at Armour Bespoke, differentiation comes from our unwavering commitment to personalization, craftsmanship, transparency, and community-building. Our goal is not only to provide clothing but to craft an experience that resonates with our clients’ hearts and empowers them to express themselves authentically through their attire.

Tailoring is a cornerstone of bespoke clothing. Can you walk us through the process that a client undergoes when they choose to have a custom piece made at Armour Bespoke, from concept to final creation?

Pranita Salunke: Certainly, I’d be delighted to provide an insight into the bespoke journey at Armour Bespoke, where every step is meticulously crafted to ensure a truly personalized and exceptional experience for our clients.

1. Initial Consultation:

The bespoke journey begins with a comprehensive consultation. During this conversation, we take the time to understand the client’s story, personality, lifestyle, and preferences. We delve into their aspirations and gain insights into what makes them unique. This is a crucial step where we establish a strong foundation for the entire process.

2. Design Exploration:

Using the information gathered during the consultation, we collaborate with the client to design a garment that encapsulates their individuality. We discuss design elements, fabrics, colors, and details that hold significance to them. This process ensures that the client’s vision is translated into a tangible design that resonates with their essence.

3. Fabric Selection:

Choosing the right fabric is a pivotal part of the bespoke process. We present a curated selection of high-quality fabrics that align with the design and the client’s preferences. We guide them through the characteristics of each fabric, ensuring an informed decision that not only enhances the visual appeal but also meets their comfort requirements.

4. Measurements and Fittings:

Precise measurements are the foundation of a well-fitted bespoke garment. Our master tailors take detailed measurements to create a pattern that is unique to the client’s body shape. This pattern is then used to create a “toile” or a mock-up garment, which is fitted on the client. This trail is called ‘Bast’ trail

This fitting ensures that the initial design and measurements are on track.

5. Personalization and Detailing:

The magic lies in the details. We collaborate with the client to personalize their garment with unique elements—be it the lining, buttons, monograms, or special pockets. These details are carefully chosen to reflect the client’s personality and story, adding layers of meaning to the garment.

6. Craftsmanship in Creation:

Once the design, measurements, and personalized details are finalized, our skilled artisans meticulously cut and stitch the final garment. This phase involves unparalleled craftsmanship, where each stitch is executed with precision and care. The result is a garment that not only fits perfectly but also boasts impeccable craftsmanship.

7. Final Fitting and Adjustments:

The final fitting is a moment of anticipation and excitement. The client tries on the finished garment, and our tailors make any necessary adjustments to ensure an impeccable fit. This fitting session ensures that every aspect of the garment aligns with the client’s body and preferences.

8. Unveiling the Masterpiece:

The bespoke journey culminates in the unveiling of a masterpiece—a garment that is a true reflection of the client’s essence. The client receives their custom piece, a wearable story that encapsulates their individuality, aspirations, and style.

In essence, the bespoke process at Armour Bespoke is a journey of collaboration, craftsmanship, and personalization. From the initial consultation to the final fitting, each step is guided by a commitment to authenticity, quality, and creating an experience that goes beyond clothing—a journey that transforms fabric into a canvas of identity and expression

Innovation often fuels creativity. How do you stay updated with the latest trends in men’s fashion, and how do you infuse these trends into your designs while maintaining the brand’s unique identity?

Pranita Salunke: Absolutely, staying attuned to the latest trends while maintaining our brand’s unique identity is a dynamic balance that we take very seriously at Armour Bespoke. Innovation is indeed a catalyst for creativity, and here’s how we approach it:

1. Continuous Research:

We immerse ourselves in the ever-evolving landscape of men’s fashion through constant research. We stay updated on runway shows, global fashion weeks, and emerging designers. This helps us identify trends that align with our clients’ evolving preferences and our brand’s ethos.

2. Trend Adaptation:

When incorporating trends, we prioritize those that resonate with our brand’s philosophy. Our clients seek timeless elegance and personalization. So, we infuse trends that can seamlessly integrate into our bespoke creations without compromising on the authenticity and individuality that defines our brand.

3. Interpretation, Not Imitation:

Rather than replicating trends, we interpret them through our unique lens. This means taking elements from the trends and transforming them to align with our design language. Whether it’s through fabric choices, color palettes, or subtle detailing, we ensure that our designs retain their distinctive Armour Bespoke identity.

4. Client-Centric Approach:

Our clients are at the heart of our designs. We carefully assess which trends resonate with their lifestyles and preferences. By customizing trends to suit individual clients, we ensure that each piece feels like a personalized extension of their character.

5. Seamless Integration:

Trends are integrated into our designs in a way that enhances their elegance and timelessness. They become complementary elements rather than overshadowing the bespoke essence. Our goal is to create pieces that our clients can enjoy for years, regardless of shifting trends.

6. Signature Design Elements:

While we embrace trends, we never compromise our signature design elements. These are the threads that weave the identity of Armour Bespoke. Whether it’s a particular cut, attention to detail, or specific fabrics, these consistent elements ensure that our designs remain unmistakably ours.

7. Feedback Loop:

Our clients’ feedback is invaluable. Their preferences and insights provide a unique perspective on trends that resonate with them. This helps us refine our approach to trend incorporation and tailor it to their evolving needs.

8. Embracing Evolution:The fashion world is ever-changing, and evolution is essential. We approach trends with an open mind, always seeking new inspirations while being true to our brand’s core values.

In essence, at Armour Bespoke, staying updated with trends is about evolution, not revolution. It’s about enhancing the timeless elegance of our designs while ensuring that each piece continues to reflect our brand’s distinctive identity. Our aim is to create garments that resonate with the contemporary while standing the test of time.

The choice of materials and fabrics can significantly impact the quality of clothing. How do you source premium materials for Armour Bespoke’s collections, and what considerations go into selecting the finest fabrics for your designs?

Pranita Salunke: Absolutely, the choice of materials and fabrics is absolutely critical to the quality and essence of Armour Bespoke’s collections. We adhere to a stringent process when it comes to sourcing materials, ensuring that we consistently offer the finest and most premium options to our clients.

1. Sourcing from Renowned Brands:

We believe in collaborating with reputable and renowned fabric manufacturers and brands known for their exceptional quality. This approach minimizes any compromise in quality and ensures that the materials we use are tried, tested, and trusted by the global fashion industry. Ex Suit material we source from internationally renowned brands like Dormeuil, Loro-Piana, Scabal, Huddersfield,

And Shirting brands like Tissori, Sictess

2. Selecting the Finest Fabrics:

Our commitment to quality starts with the selection of the finest fabrics. We carefully curate materials that exude luxury, durability, and elegance. Fabrics are chosen not just for their visual appeal, but also for their tactile experience, ensuring that they not only look remarkable but also feel exceptional.

3. High-Quality Natural Fibers:

We prioritize natural fibers like cotton and wool that offer not only superior comfort but also age gracefully over time. The intrinsic qualities of these fibers align with our brand’s ethos of creating garments that stand the test of time and provide unparalleled comfort to our clients.

4. Attention to Craftsmanship:

Just as our craftsmen exhibit exceptional skill in tailoring, we ensure that the raw materials, from threads to buttons and trims, match the level of craftsmanship we uphold. These components play a pivotal role in the final quality and aesthetic of the garment.

5. Global Sourcing:

To guarantee the highest quality, we source raw materials from international markets known for their excellence in textiles and fashion. This global approach ensures that we have access to a diverse range of top-notch materials that align with our standards.

6. Embracing Expertise:

Collaboration is key in our material sourcing process. We leverage the expertise of suppliers who specialize in delivering premium fabrics and materials. Their knowledge and commitment to quality are aligned with our own values, ensuring that every piece we create is crafted from the finest materials available.

7. Commitment to Transparency:

Our clients’ trust is paramount. We maintain transparency in our material sourcing, sharing insights into the origins, qualities, and characteristics of the fabrics and materials we use. This helps them make informed choices and appreciate the value of what they’re investing in.

In summary, at Armour Bespoke, sourcing premium materials is a holistic process that involves collaboration, expertise, and a relentless pursuit of quality. Our clients can rest assured that every piece we create is a culmination of the world’s finest fabrics, carefully selected to uphold our commitment to excellence and provide them with garments that are as exceptional as they are.

Building a brand requires effective marketing and brand-building strategies. Could you share some insights into how Armour Bespoke approaches marketing, both online and offline, to connect with your target audience?

Pranita Salunke: Absolutely, building a brand is a delicate art that requires a unique approach. At Armour Bespoke, we hold the belief that our brand identity and exclusivity should resonate with our select audience, rather than seeking mass appeal. Our clientele is truly one of a kind, individuals who understand and appreciate the essence of real bespoke and high-quality craftsmanship. Our products speak for themselves, and our clients are our most valuable brand evangelists.

1. Authenticity Over Mass Marketing:

Our approach to marketing is rooted in authenticity. Rather than aiming for mass exposure, we focus on creating a strong and genuine connection with our target audience. We understand that Armour Bespoke is an aspirational brand, and this exclusivity is cherished by our discerning clients.

2. Thought Leadership Position:

We take a thought leadership position in our branding strategy. We position ourselves as the mother brand of all bespoke brands, focusing on educating and enlightening our audience about the true essence of bespoke craftsmanship. Our communication revolves around sharing insights on bespoke, business wear, fabrics, and the intricate details that go into the bespoke process.

3. Multiplying Through Word of Mouth:

Our satisfied clients become our most effective brand ambassadors. The exceptional experiences they have with Armour Bespoke naturally lead to word-of-mouth recommendations. This creates a ripple effect, allowing us to organically connect with like-minded individuals who share a similar appreciation for craftsmanship and authenticity.

4. Selective Fashion Shows:

Fashion shows are an opportunity for us to showcase our creations and interact with a select audience. We use these events to offer a glimpse into our world of bespoke elegance, reinforcing our position as a brand that stands for quality, personalization, and exclusivity.

5. Thoughtful Social Media Presence:

Our social media presence is thoughtful and deliberate. We share not just images, but knowledge. We believe in empowering our audience with insights into the bespoke process, fabrics, design philosophy, and the art of tailoring. This approach fosters engagement and cultivates a community of individuals who value our expertise.

6. Invitation-Only Approach:

We believe in being a brand that’s discovered rather than thrust upon. Our branding strategy aligns with this vision. We focus on creating awareness of our bespoke program and the inherent value it holds. This naturally piques the interest of individuals who seek quality, authenticity, and personalized experiences.

7. Fostering a Community:

Our goal is to build a community of individuals who resonate with our values. We engage through events, workshops, and collaborations that reflect the spirit of Armour Bespoke. This community becomes an extension of our brand, embodying the same ethos we stand for.

In summary, Armour Bespoke’s branding strategy is built on authenticity, education, and a commitment to exclusivity. We aim to be a brand that’s discovered through genuine connections, empowering our audience with knowledge and inviting them to be part of a community that shares our passion for true craftsmanship.

What advice would you offer to young designers and entrepreneurs who aspire to venture into the fashion industry and create their own unique brands

Pranita Salunke: My Advice to young designers and entrepreneurs aspiring to venture into the fashion industry and create their own unique brands

Balancing Individuality and Consumer Needs:

Encourage young designers to blend their personal creative vision with an acute understanding of consumers’ personalities, preferences, and professional roles. A successful brand resonates with consumers by aligning design with their individuality and suitability.

Fearless Experimentation and Innovation:

Embrace experimentation as a cornerstone of creativity. Encourage aspiring designers to think beyond conventions, break trends, and challenge the status quo. Innovation arises from daring to be different and pushing boundaries.

Stay Informed and Inspired:

Staying informed about the latest trends is crucial. Advise them to keep a finger on the pulse of the industry and continuously seek inspiration from various sources. A blend of tradition and innovation can lead to groundbreaking designs.

Presenting with Purpose:

Designing is not just about clothes; it’s about presenting consumers to the world. Encourage entrepreneurs to collaborate with stylists and image consultants who can help translate their design into a compelling narrative that resonates with the target market.

Prioritize Sustainability:

In an era of environmental awareness, urge them to consider sustainability. Highlight the importance of quality over quantity, and the impact of fast fashion on the environment. Encourage customers to make conscious choices, investing in high-quality, enduring pieces.

Cultivate Patience and Excellence:

Success in the fashion industry takes time. Emphasize that there are no shortcuts to building a lasting brand. If the product is exceptional, customers will recognize and appreciate it over time. Encourage them to stay patient and focus on delivering excellence.

Elevate the Customer Experience:

Put the customer at the center of every decision. Stress the significance of Customer Experience (CX) as a key differentiator. A brand that prioritizes an exceptional customer journey not only creates loyal patrons but also taps into the economy of experience.

Drive Awareness Through Education:

Empower customers with knowledge about making informed fashion choices. Encourage spreading awareness about the impact of their decisions on sustainability. By educating customers to invest in quality and make responsible choices, they contribute positively to the fashion ecosystem.

In summary, I would like to convey the importance of balancing creativity with consumer needs, embracing experimentation, staying informed, and weaving sustainability into the fabric of their brand. By fostering patience, excellence, and a deep customer-centric approach, young designers and entrepreneurs can create unique brands that resonate authentically and make a lasting impact in the dynamic world of fashion.”

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