Countrymade

Luxury ready-to-wear menswear brand Countrymade was conceptualised by fashion designer Sushant Abrol. The brand is deeply rooted in creating a strong sense of community. And the design aesthetic involves combining classic menswear silhouettes with contemporary design and consciously developing a modern products that would withstand the test of time.

Countrymade - a luxury ready-to-wear brand conceptualised by Sushant Abrol - was launched in October 2019 after the fashion designer graduated from North Indian Institute of Fashion Technology Mohali in 2010 and working with iconic Indian couturier Rohit Bal. His brother, the late Indian Air Force pilot and Squadron Leader Samir Abrol- had encouraged him to launch his own fashion brand. 

Per Voice Of Fashion: "While grieving his brother’s death during a training sortie in a fighter jet crash in 2019 just when Abrol had founded his brand, he started to write poetry. One of his initial poems, ‘Beyond the Clouds’ which dwelt on an analogy between his brother and a bright star, became the name and inspiration behind the brand’s first collection."

Headquartered in New Delhi- with thought-provoking narratives around the military- the brand uses a contemporary approach to design while preserving the artisanal strength of Indian textile crafts. From a dream debut at the FDCI India Fashion Week under the young gun's category, to winning the first edition of The Showcase by Blenders Pride Fashion Tour, to surviving a global pandemic, Countrymade embodies a strong belief in the power of community and brotherhood.

Sushant is committed to sustainability through integrating the practice of responsible selection of natural textiles and ethical measures or fair trade at the heart of innovative craftsmanship to develop contemporary and high quality products. Conscious. Contemporary. Classic: the menswear brand believes in amalgamating these three principles while producing collections, in order to consciously develop a modern product which would withstand the test of time. 

The label's name itself signifies the designer's commitment to hand craftsmanship. Every piece is handcrafted, each step from fabric creation on a traditional handloom to the intricate hand embroidery is a testament to slow fashion. And all designs are purely handmade. "Countrymade is dedicated to maintaining social standards, ensuring fair wages and observing working time limits for its workforce, composed mostly of artisans from the countryside possessing a unique set of skills. As Sushant says: ‘All our hands come together in order to create something beautiful.’ Emphasizing low environmental impact, Countrymade favours handloom fabrics, sourcing silks from Banaras and Bhagalpur, linens from Bengal, and handwoven denims from Ahmedabad." Per Visionmode.

The designer's diligence, creativity and hard work won him critical acclaim from the fraternity. Nexa and Lakmé Fashion Week in association with the Fashion Design Council of India named Countrymade as winner of its fashion design contest "Nexa Presents the Spotlight". As part of the prize, Abrol showcased a collection at Lakmé Fashion Week in association with FDCI. The brand has been recently bestowed with two prestigious awards for young fashion brands in the country: Grazia Young Fashion Awards and Elle Graduates - Designer of the Year (Menswear) 2022.

In August 2022 Countrymade debuted at Copenhagen International Fashion Fair where the collection was well-received in the menswear category. And in January 2023 the brand showcased at Paris Fashion Week's trade show: Tranoi. Today Countrymade retails through Sushant Abrol's Noida-based studio and several e-commerce platforms such as Ajio Luxe and Aza Fashions. The fashion designer, however, plans on developing a stronger direct-to-consumer approach and wants to invest into the brand's official website.

Conscious . Contemporary. Classic: the brand believes in amalgamating these three principles while producing every collection, to consciously develop a modern product which would withstand the test of time.

With thought-provoking narratives around the military, the luxury menswear brand envisions taking a contemporary approach to design while preserving the artisanal strength of the Indian weaver and craftsman. Countrymade’s core philosophy is to integrate the responsible selection of natural textiles into the ethical production of conscious products.

The ready-to-wear sustainable menswear brand retails shirts, kurtas and jackets. The kurtas are made using the finest purest fabrics with intricate detailing. Among popular looks by the brand are the crinkle cotton- linen long shirt with a button down collar and pocket. Outerwear favourites include a black linen bundi with stitch detailing and Houndstooth Printed Bundi in cotton silk.