Ethically Created | Beautifully Embroidered | Organically Presented

OUR STORY

Gur is a sustainable clothing line launched by Pernia Qureshi and team with the endeavour to produce quality garments. The motive is to radically overhaul the existing use of plastic, elastic and non-biodegradable materials. At Gur, we believe in creating comfortable and chic clothing aligning with ethical craftsmanship and hand embroidery that ventures to please the aesthete in you. Gur uses a wide range of organic fabrics sourced from different forest-friendly fibres all of which are GOTS (Global Organic Textile Standard) certified. We also use recycled fabrics, elements and trims.

OUR MISSION

At Gur, we have a purist goal for betterment. A simple choice can ripple the parameters to a triad of personal well-being, social responsibility, and global waste management.

WHY CHOOSE US?

Fabrics used in Gur eschew the use of harmful chemicals and pesticides. The use of non-organic fabrics not only releases a volume of greenhouse gases during its production that has denuding effects on the environment but is also not the best for our skin due to the presence of chemical residues.

SUSTAINABLE CLOTHING

Gur uses a wide range of organic fabrics sourced from different forest-friendly fibers all of which are GOTS (Global Organic Textile Standard) certified promoting Sustainable fashion which is a door ajar to a better, safer, and rational future.

MEET THE FOUNDER

Pernia Qureshi is one of India’s leading style icons and fashion entrepreneurs. A stylist with Harper’s Bazaar, Elle & Conde Nast in New York & New Delhi. Pernia has also ventured into designing costumes for Bollywood, namely the film ‘Aisha’. She has also represented some of the finest brands on social media like BMW, Levis, Chivas, Birdichand, Biotique etc. She created and launched Pernia’s Pop-up Shop in 2012, India’s first true fashion e-commerce website that showcases over 500 designers, and delivers worldwide. Pernia has penned down what she’s best at in her first fashion style guide ‘Be Stylish with Pernia Qureshi’. Published by Random House India, the book gives guidance on how to understand and hone one’s personal style. A formally trained kuchipudi dancer, under Raja-Radha Reddy, Pernia embodied her talent into the courtesan she played in Muzzaffar Ali’s film ‘Jaanisaar’. The movie was released in August 2015. Pernia epitomizes the young, modern Indian woman, as she effortlessly transitions amongst her various roles-always with grace, passion and style. Pernia launched Gur, a 100% sustainable clothing line in 2019. Gur is Qureshi’s endeavour, resolute at producing high-grade garments stemmed from forest friendly fibers. The motive here is a radical overhaul of the existing use of plastic, elastic and non-biodegradable trims. Sustainable fashion is a door ajar to a better, safer and a rational future. In an environment vitiated by pollutants, effort to change is something that we are looking towards.

Celebrities that love Gur

Celebrities are bringing a notable change in the fashion industry with their sustainable fashion choices. Gur organics is a top pick when it comes to looking chic while caring for the environment.

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