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. 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.