India's premier luxury lifestyle women's magazine
Verve People
November 13, 2011

Shifting Fashion

Text by Nasrin Modak. Photograph by Nilesh Acharekar.

The ever-increasing awareness about the environmental and social impact of fashion consumption is making people question the old ways, says designer Nimish Shah

His habit of thinking out of the box stems from his earlier days of working as a learning resource assistant in his college library at the London College of Fashion where he studied product design development for fashion industries and from his work experience with houses like Chloe, Burberry and Browns and Jigsaw that still continue to influence Nimish’s work.

Last year, he resumed designing clothes and started Shift, a simple modern and conscious business “initiated to change the way products are designed, constructed, marketed and consumed”. It’s a different approach in which buyers, retailers and consumers are made more aware of the impacts of products on workers, communities and ecosystems.

Whether on a holiday or driving, Nimish designs all the time, “gathering inspirations from vintage shops, flea markets, old magazines and people on the street and picking references from iconic movies. I put myself in the shoes of these characters – if I woke up as them, what would I like to wear or eat?” He can design anywhere “as long as there is serious pressure and inspiration. Otherwise I am mainly distracted”.

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