Rooh means “soul” or “spirit” in Hindi. It embodies everything we create - a connection to India’s vibrant heritage, the beauty of slow fashion, and the artistry of handcrafted traditions.

Founded in London and inspired by our founder Smriti’s roots in New Delhi, Rooh celebrates timeless craftsmanship through small-batch, artisan-made collections. Each piece is handcrafted thoughtfully designed, and created with care - bringing vivid colours, striking patterns, and effortless elegance into your everyday.

By choosing Rooh, you’re not just adding something beautiful to your home and wardrobe - you’re supporting sustainable livelihoods and preserving India’s extraordinary textile traditions.

Welcome to Rooh - where heritage meets contemporary style, and every piece tells a story.