How August Is Designing For The Next Decade, Not The Next Season

TechTalk

How August Is Designing For The Next Decade, Not The Next Season

As Chief Creative Officer of August Fashion, Swati Akash Jhunjhunwala is building a menswear brand that resists trends and prioritises longevity. Her design philosophy blends timeless silhouettes with Indian heritage, positioning fashion as culture - not consumption- Shubhangi Prasad

Can you share the story behind the inception of August? What inspired you to start this brand, and what gap did you see in the textile or apparel market?

August started with the idea of creating menswear that feels dignified, modern, and rooted in Indian heritage. I saw a gap between premium craftsmanship and everyday wearability. Most luxury menswear was either too heavy, too festive, or too trend-driven. I wanted to create timeless pieces - clean silhouettes, high-quality fabrics, and a design language that speaks of quiet luxury.

What is the core philosophy that defines August as a brand? How do you ensure that every collection or fabric reflects that identity?

Our philosophy is minimal, heritage-driven, and modern. We focus on premium textiles, classic tailoring, and subtle details. We test every fabric for comfort, durability, and feel. Every collection begins with a core thought: Will our customer wear this beyond a season? That question guides our choices.

As a woman entrepreneur, what were some of the early challenges you faced in building your brand, and how did you overcome them?

The textile industry is heavily male-dominated, especially in sourcing and manufacturing. Many suppliers didn’t take me seriously in the beginning. I overcame this by being persistent, learning every technical detail myself, and proving my capability through results. Over time, respect followed.

How do you balance creative design with commercial viability? What guides your decision-making between innovation and market demand?

Design comes first, but the wearer always matters. We innovate within a framework - new fabrics, new cuts, or refined silhouettes - but always with the customer in mind. If a design is beautiful but impractical, we refine it until it becomes wearable.

Sustainability is no longer optional in textiles. How does August integrate sustainability - whether through materials, processes, or business practices?

We prioritise long-lasting fabrics, minimal waste patterns, and ethical sourcing. We work with mills that follow environmental standards and avoid fast-fashion materials. Our designs are not disposable, they are made to last, be reworn, and stay relevant.

In what ways do you see your work contributing to India’s journey towards becoming a global textile hub? Do you think Indian brands can represent not just fashion but also cultural and environmental consciousness on the world stage?

India is already rich in textile heritage - handlooms, natural fibres, craft traditions. Through August, we promote Indian talent, materials, and manufacturing. I believe Indian brands can share more than fashion; they can tell stories of culture, sustainability, and craftsmanship globally.

How do you approach sourcing? Do you prioritise working with artisans, local weavers, or sustainable suppliers?

We source from trusted mills, local weavers, and craft clusters. Quality is the priority, but we also support communities whenever possible. Working with artisans preserves skills and gives us unique materials that reflect our identity.

What role does technology play in your brand’s operations or production process? Have you explored digital design, data analytics, or process automation to enhance efficiency?

Technology helps us streamline sampling, digital sketching, and quality checks. Data helps us understand sizing, customer preferences, and demand. We also use semi-automated cutting methods to reduce fabric waste.

How do you ensure quality consistency while scaling up production or working with diverse manufacturing partners?

We maintain strict quality control. Every sample is tested, and every new vendor is trained in our standards. We audit production at every stage - fabric, stitching, finishing, and packaging.

Being part of India’s vibrant textile ecosystem, what changes or improvements would you like to see in the industry over the next five years?

I would like to see stronger support for sustainable practices, more training for young artisans, and better infrastructure for small design houses. Consistency in raw material pricing would also help many brands grow.

What values guide your leadership style? How do you inspire your team to stay aligned with the brand’s mission?

I believe in transparency, respect, and growth. I encourage my team to take ownership, be curious, and focus on details. When everyone understands the “why,” creativity and discipline naturally follow.

In today’s fast-changing fashion world, how do you maintain authenticity and timelessness in your designs?

We avoid trends and focus on quality. Our designs are built on form, fabric, and function. Modern menswear does not need constant reinvention, it needs refinement.

What advice would you give to young textile designers or entrepreneurs who aspire to build a meaningful, sustainable brand like August?

Know your purpose. Don’t chase trends or quick money. Understand fabrics deeply, learn about production, and respect artisans. Growth takes patience, but meaningful brands are built with consistency and integrity.

Finally, what’s next for August? Are there upcoming projects, collaborations, or innovations that excite you about the brand’s future?

We are working on expanding our design categories and exploring new sustainable fabric technologies. We are also planning collaborations with textile clusters to bring new textures and finishes into menswear.

The textile industry is heavily male-dominated, especially in sourcing and manufacturing. Many suppliers didn’t take me seriously in the beginning. I overcame this by being persistent, learning every technical detail myself, and proving my capability through results. Over time, respect followed.

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