Jane DoeInspired by the very idea of designing Punjabi juttis, triggered by the need of levelling up and bringing close the idea of modern wardrobe but still clinging to the love for the roots of the ethnic. Kesu Singh and Sharanya S. Kumar, two DU commerce graduate’s cranky love for Ethnic Punjabi footwear drove them against their choice of profession and found their very own startup – Sole Krush.
How Did Sole Krush Start
“We both love wearing juttis and we’ve never really found a great variety to wear in an affordable price range. So we thought of working on this”, says Kesu Singh. The duo who belong to two extremes of the country, Jalandhar and Chennai respectively, got along together for their love of Punjabi Juttis. Both working as trainees can only afford post working hours and weekends for their Sole Krush.
Asketh, and you shall receive. May be it was their love; they got the initial kick gentle. With some savings and fortunately a labour’s help, they designed; hand weaved juttis with perfect shape and curves with wide varieties of vibrant colours, threads and lots of love.
The Unique Factor
Where people normally go for apparel designing, Kesu and Sharanya went against the tide to design juttis. Initially people didn’t appreciate their idea calling it impractical but on seeing their creativity, many placed orders right away. Their colour combinations and designs are way out of the age old designs. What motivated them even further was the decent earning and loads of appreciation they bagged from their art work. “The creativity and force to do something different keeps us striding ahead”, quotes Sharanya.
From the initial investment in photography, designing and making their first collection with their own hands from taking care of the marketing and promotion, from naming their products and branding the name to incorporate their initials, they have labored through to come close to creating a niche in the era of start-ups. They put their work on Facebook page Sole Krush where at affordable prices they sell their artwork from their paying guest’s accommodation at their own leisure time.
Success chased them while they were doing their work
On growing enthusiasm for western wear, Kesu says, “We can’t tag it as a bad wave, people can wear whatever they can carry and whatever they feel comfortable in, they are free to choose that. It’s just perfectly fine when we adopt something and don’t forget the roots. We tried to build on our roots (our concept) and grace it with a modernized look”.
Not everyone attends the call made by heart to pursue talent, that liberates them to life instead of merely going for rat race to fill in pockets. Kesu and Sharanya took pause to embrace the hobby that rejuvenates their spirit with colours and brightness. They call it yoga for soul.
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