Handcrafted. Sustainable. Timeless.

Rooh means “soul” or “spirit” in Hindi.

It embodies the essence of everything we create – a connection to India’s vibrant heritage, the beauty of slow fashion, and the spirit of extraordinary craftsmanship.

An independent lifestyle brand in London, Rooh celebrates India’s heritage with pieces handcrafted in small batches by skilled artisans in India—unique, timeless, and made with care. By choosing Rooh, you’re supporting sustainable livelihoods and preserving exceptional artistry.

Inspired by founder Smriti’s roots in New Delhi, our collection blends traditional craftsmanship with contemporary style, bringing vivid colours and stunning prints to life. Explore our limited-edition pieces, designed to add warmth, sophistication, and colour to your everyday.

Thank you for being part of our journey.

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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