Lative Colours of Fashion is designed exclusively for women who juggle work, family, and social commitments.
Lative Colours of Fashion
Lative Colours of Fashion, a brand by Lative Commercials Private Limited, is making waves in the Indian fashion scene. Founded in Muzaffarnagar by Ayush and Priyanka Jain, the brand is built on a foundation of understanding a woman's need for clothing that is both stylish and comfortable.
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“Our journey with Lative Colours of Fashion began in 2017, starting small from our home,” says Ayush Jain. The founders soon carved a niche by selling on major e-commerce platforms like Amazon, Flipkart, and Etsy. Their success story grew with franchises opening in Dehradun and Delhi within a year.
However, the initial wave of the COVID-19 pandemic brought unforeseen challenges. Lative Colours of Fashion, like many businesses, faced substantial losses and had to temporarily shut down.
“As Maya Angelou once said, ‘You may encounter many defeats, but you must not be defeated.’ This quote truly resonated with us during that challenging time,” Priyanka shared. In 2024, they made a well-timed comeback, relaunching the brand under the same name – Lative Colours of Fashion – with a renewed vision and a new company, Lative Commercials Private Limited.
Addressing the Modern Woman's Needs
Lative Colours of Fashion is designed exclusively for women who juggle work, family, and social commitments. Its philosophy is that fashion shouldn't come at the cost of comfort. The brand uses premium cotton fabrics, perfect for the Indian climate, allowing its customers to look and feel their best throughout the day.
The brand offers a vibrant collection that caters to diverse styles and occasions. From timeless ethnic wear featuring lehengas, kurtas, and skirts to comfortable casual wear in nature-inspired colours, Lative Colours of Fashion supports women to express their personalities through their clothing.
A New Approach to E-commerce
Lative Colours of Fashion understands the challenges of online shopping, particularly when it comes to finding the right fit. The brand offers a first-of-its-kind service in the Indian e-commerce clothing space, providing alteration and fitting solutions based on individual body shapes. This ensures that every garment purchased online flatters and empowers the wearer.
Today, Lative Colours of Fashion has a presence on Amazon and its own website, www.lative.in, along with a network of dealers across India. Its unique blend of comfort, style, and personalised service has established it as an important player in the Indian fashion industry.
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