Shirin Mann, Founder, Sand by Shirin believes that our clothes are our biggest body shamers. They define who we are, so to make every woman feel confident, fierce, and beautiful all the time, Shirin 
decided to come up with a new clothing line that works on 3Fs-Feminine, Flowy, and Fluid. This newly launched label makes clothes from aloe vera, rose, soybean protein and even banana. The idea has been to create a business model which is environmentally conscious and long-lasting too. TMM caught up with Shirin, who is also the founder of India’s first designer jutti label Needledust, to know more about her new brainchild.
What is so special about the name SAND of the brand?
SAND is an acronym for Such-A-Nice-Day. The name is derived 
from the feeling of wearing a beautiful piece of clothing that will instantly brighten up your day. SAND is also the colour of the brand, representing beautiful textures, soft fabric grains, and its cooling nature.
As a conscious luxury brand, you use fabrics made from Aloe Vera, Eucalyptus, Rose, Soybean Protein, and Banana. How did this idea happen to you?
SAND is an extension of me & my vision, representing the uniqueness of women, where all shapes are beautiful, all bodies remarkable, and all women extraordinary. I wanted to create a business model which is environmentally conscious and after extensive research and endless sampling, I was able to find the perfect plant-based fabrics that are not only eco-friendly but also have a longer shelf life and provide the quality and richness of material that I was looking for. We have used fabrics such as aloe vera, eucalyptus, rose, banana, soybean protein, along with organic linens and cottons, strictly adhering to a policy of minimal waste. The clothing feels like a second skin, breathable and free of harsh chemicals, with an aim to make you feel confident and beautiful at all times.
How easy or difficult is it to play around with such delicate fabric and weave them into wearable art?
I have been constantly researching & experimenting with fabrics that are versatile as well as they are environmentally sustainable. For example – linen is said to be a very stiff fabric and not a summer-friendly fabric but we have been working with organic linen which is extremely soft and lightweight and an ideal fabric for summer wear. With a few more discoveries and research, I believe that I have been able to achieve utmost lightness and softness, with a hand feel of cotton derivatives, yet retaining its formal look.
What is the design philosophy of the brand?
The prime philosophy behind SAND is based on 3Fs – Feminine, Flowy, and Fluid. We have opted for designs that want the wearers to feel confident and fierce. The brand honors simple, unrestrained, and fluid, it caters to tastefully sophisticated craft and top-quality clothing that brings comfort, easy silhouettes that celebrate each and every shape. The color palette ranges from sand, naturals, ivory, dusty pink, pink, and mustards, which give a 
cooling factor to the eyes, skin, mind, and soul.
When it comes to designing, what inspires you?
Our clothes are our biggest body shamers. When we gain or lose weight, our clothing duly lets us know. Therefore, my vision for SAND was to work on silhouettes that will make you feel confident, fierce & beautiful at all times.
Tell us about your latest collection.
The latest collection is wrapped around giving more empowerment to every woman, giving them more choices to express through their clothes. With more fabrics in play and adopting more sustainable meaningful change. Silhouettes include flowing jumpsuits, flattering bandeaus, sundresses, overlays, and more.
What are your future plans for the designer label?
SAND by Shirin has now started shipping internationally and we expect to grow our presence domestically and globally in the coming year. We are optimistic about the future and look forward to the years ahead for the designer brand.
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