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With
work-from-home becoming the new normal after the onset of the coronavirus pandemic, most of us have not been paying much attention to dressing up for work.
Workwear, or after-work wear have now taken a backseat and women are mostly comfortable lounging in comfortable PJs.
One startup benefiting from the loungewear trend is
Agra-based Erotissch that specialises in intimate and nightwear apparel.
However, sisters
Aayuushi and Anushka Agarwal founded the bed-to-streetwear clothing brand in 2019, not knowing a year later, they would be an important part of a growing trend.
The idea was inspired by the Japanese concept of Jinbei, a form of nightwear that can also be worn outside to run errands.
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As the world reeled under the COVID-19 pandemic, people held on to whatever little comfort they could. 2020 may well be behind us but the year has spoiled us with lounging from the comfort of home, while also getting some work done.
From Bollywood celebrities lounging in breezy kaftans to people attending virtual meetings in comfortable casual wear, the humble
‘fashion is comfort’ has never been truer.
Hence,
and
Zara were also quick to cash in on it.
HerStory presents four women-led brands which had been doing serious business of offering comfort through fashion, way before the pandemic turned the world around.
‘The right intent can solve the biggest of problems’ – 35 quotes from Indian startup journeys
From intention to implementation, witness the memorable journey of Indian entrepreneurship in these quotes, excerpts, and stories!
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Share these 35 gems and insights from the week of December 7-13 with your colleagues and networks, and check back to the original articles for more insights. See also our special compilation of quotes related to India’s
coronavirus responses
Building a robust and adept team should be the biggest consideration for any founder. - Mihir Mehta, Ashika Group
It is very important for the startup founders to keep their energy levels high during the testing times in order to thrive in the future. - Sunit Gajbhiye, Financepeer