SSSMagazine

SSSMagazine India's first independent youth culture magazine and fashion media.

: .international What’s in store for ZT for the remainder of 2025 and what can we look forward to?We’re working on an ...
03/07/2025

: .international

What’s in store for ZT for the remainder of 2025 and what can we look forward to?
We’re working on an accessories capsule next—crafted in metal and leather using traditional engraving techniques. We’re also looking to open a small pop-up studio that doubles as an archive space. And, of course, we’ll continue unearthing forgotten crafts and giving them a voice.

: .international Describe the brand in three words:Fierce. Rooted. Disruptive.Where do you see the brand in 5 years?In...
03/07/2025

: .international

Describe the brand in three words:
Fierce. Rooted. Disruptive.

Where do you see the brand in 5 years?
In five years, I see Zero Tolerance with a cult-like status in India, doing international shows, and representing Indian culture with power—not passivity. We want to set new standards for what “luxury” means in the Indian context. The entire house believes in the fact that FUTURE IS BROWN.

Who would you like to see your brand on?
21 Savage, Zendaya, or Dev Patel—people who carry heritage and edge with equal grace. And also any young, conscious brown individuals who value story and soul in what they wear.

: .international Other favourite Indian brands?I admire what NorBlack NorWhite has done in pushing boundaries and what ...
03/07/2025

: .international

Other favourite Indian brands?
I admire what NorBlack NorWhite has done in pushing boundaries and what Raw Mango stands for in terms of textile purity. I also love Bodice for their clean storytelling and Eka for their poetry in simplicity. Each of them, in their own way, champions Indian-ness without cliché.

What is the one thing that has surprised you after almost three years in fashion?
How hard it is to stay authentic and still survive in a market that often rewards fast, flashy, and loud. But the right people do find you if you stay true to your craft.

: .international Your favourite piece from the collectionThe black shirt with our signature Baagh motif. It carries so...
03/07/2025

: .international

Your favourite piece from the collection
The black shirt with our signature Baagh motif. It carries so much history—from the loom to the hand-stitch. It feels like contemporary style and memory wrapped into one. I love patchwork and have been using it ever since we dropped our debut collection.

How old is the brand and how has the journey been so far?
We started in 2020—launched our debut collection in April 2020. The journey has been tough, raw, beautiful, and absolutely worth it. We’ve survived without investors, built a niche audience, and never compromised on craft. That’s a win in our books.

: .international Interesting facts about the brand that we should know:We source and recreate dying crafts and motifs—...
03/07/2025

: .international

Interesting facts about the brand that we should know:
We source and recreate dying crafts and motifs—some of which haven’t been seen in decades.
Our Baagh mascot was inspired by a kalamkari motif used on royal tents.
We don’t use commercial tailors; we work only with artisans and craftspeople.
Oscar-winning actor Riz Ahmed loved tees from the ‘Proud Browns’ collection and was spotted wearing them.
Our studio is based in Lucknow, but we operate globally.
Every piece is designed to spark a conversation.
No, we do not ship the pieces the next day; we craft them slowly with love and care.

: .international What is Virasat?Virasat means legacy. For us, it is not just about preserving, but also reinterpreting...
03/07/2025

: .international

What is Virasat?
Virasat means legacy. For us, it is not just about preserving, but also reinterpreting heritage. This collection brings together century-old block prints, handwoven and handspun organic cotton, fierce silhouettes, and textures that feel like memory. It’s our way of asking: What do we leave behind? And what do we carry forward?

Tell us about the process behind the collection...
Every fabric in Virasat was either handwoven or handspun by generational artisans across Uttar Pradesh. We collaborated with Hari Shankar Pandey ji, a legendary block printer using heritage blocks from a royal family in Pratapgarh. We experimented with patchwork, layering, hand embroidery, and motif placement to create garments that feel ancient and modern at the same time. Nothing was mass-produced. Every piece has a pulse.

: .international What was the inspiration behind the collection?The Spring/Summer 2025 collection Virasat is inspired ...
03/07/2025

: .international

What was the inspiration behind the collection?
The Spring/Summer 2025 collection Virasat is inspired by inheritance—both tangible and intangible. From heirloom blocks used in princely courts to long-forgotten dyeing and weaving traditions of Uttar Pradesh, it’s a celebration of nostalgia and rebellion. It’s raw, unfiltered, and deeply personal.

Tell us more about the two founders:
I (.zt ) come from a research and storytelling background. I studied Journalism and Mass Communication, but fashion was the bigger dream post-college. I spent a year researching crafts before launching the brand. My co-founder has a strong business mind and grounding in Indian aesthetics, together, we balance heart and structure. Zeeshan joined the label earlier this year and is also my childhood friend—we went to the same school and the same college. We prefer to let the work speak more than the faces behind it.

: .international What is the story behind the brand name?The name Zero Tolerance stands for our uncompromising commitm...
03/07/2025

: .international

What is the story behind the brand name?
The name Zero Tolerance stands for our uncompromising commitment—to detail, to quality, and to culture. When I started the brand in 2020, I was constantly frustrated by how craftsmanship in India was either romanticized or forgotten. Zero Tolerance emerged as a rebellion-against shortcuts, cultural erasure, and apathy. The name reflects our stand: no tolerance for mediocrity or dilution of our roots.

‘Human touch is the highest form of luxury’ — who came up with that? It is beautiful. Can you elaborate on the line further?
Thank you. That line came from me — organically, while reflecting on why we insist on doing things the hard way. In a world driven by automation and fast everything, we believe the real luxury lies in time, care, and human effort. The imperfections in a handwoven fabric, the unevenness of hand embroidery, those are fingerprints of real people, not machines. That human touch is what makes our garments soulful.

: .international ‘Virasat’, .international ‘s SS’25 collection, is a tribute to human-ness — raw, crafted, and carried ...
03/07/2025

: .international
‘Virasat’, .international ‘s SS’25 collection, is a tribute to human-ness — raw, crafted, and carried through memory.
was invited to frame their story through visuals that echo the textures of time.

There is a lot we share with .international . We are both independent, rooted in our identity, and rarely concerned with what anyone else is doing.
What drives us is emotion, not approval. There is passion in the way we create — and rebellion in the way we work. Rules do not apply. Read on as we explore the collection...

Hi boys, it was wonderful working on this project with you guys. Could you please introduce the brand to our readers?

ZT is an independent fashion house born out of a deep respect for Indian craftsmanship and a desire to showcase the subcontinent’s heritage through a contemporary lens. We build each piece from scratch—right from weaving the fabric to the final embroidery—through meaningful collaborations with generational artisans. Every collection is rooted in research, emotion, and storytelling.

s u m m e r 2 0 2 5 Featuring jewellery designer & model, 🌻
22/04/2025

s u m m e r 2 0 2 5

Featuring jewellery designer & model, 🌻

s u m m e r 2 0 2 5 🌻
22/04/2025

s u m m e r 2 0 2 5 🌻

Address

New Delhi
110048

Opening Hours

Monday 9am - 6pm
Tuesday 9am - 6pm
Wednesday 9am - 6pm
Thursday 9am - 6pm
Friday 9am - 6pm
Saturday 9am - 6pm

Website

Alerts

Be the first to know and let us send you an email when SSSMagazine posts news and promotions. Your email address will not be used for any other purpose, and you can unsubscribe at any time.

Contact The Business

Send a message to SSSMagazine:

Shortcuts

Share

Category