Handcrafted. Sustainable. Timeless.


Rooh is an independent lifestyle brand based in London and rooted in the vibrant culture and rich heritage of India.

We believe in slow fashion, empowering local artisans, and celebrating their craft. Our bespoke block print collection is lovingly and expertly handcrafted in small batches by skilled artisans in India. Each piece is unique and tells the the story of years of skill and experience from the maker. When you buy a product from us, you not only help keep incredible craftsmanship alive, but you also support the creation of a sustainable livelihood for many.

Our collection is a homage to what our founder Smriti grew up with in her home in New Delhi, and it features a wide range of prints honouring her heritage, yet suited to contemporary style. The bright and vibrant colours in our collection embody the vividness that infuses every aspect of life in India. Whether you're looking for a seasonless piece of clothing or a unique home décor item, our limited edition pieces are designed to stand the test of time and become cherished additions to your wardrobe and home.

We hope that our products will become a part of your story, bringing a unique sophistication and a splash of colour to your everyday life.

Thank you for choosing Rooh.

The Magic of Block Printing

Block printing is a magical art form that encompasses sustainability, slow fashion, and generations of artisan expertise. Dating back 500 years, this ancient technique involves carving intricate designs onto wooden blocks, which are then dipped in eco-friendly dyes and pressed onto fabric. The process is remarkably sustainable, employing natural materials and reducing the carbon footprint of fast fashion. Each piece is lovingly handcrafted by skilled artisans, preserving traditional knowledge passed down through generations. The result is unique, timeless clothing and home furnishings that celebrate the beauty of imperfections and foster a deeper connection to our clothing and the planet.

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