OUR STORYThe Idea:It was the summer of 2014. While exploring the intricacies of fabrics in Gujarat, we came across Indigo-a soft Indian denim. As we delved deeper into this fabric, the seeds of an idea were born.Denim and Kurtis:Moving beyond the usual fabrics, we decided to present Kurtis in a new avatar-Denim. Implementing the traditional Denim stitching and washing techniques in the manufacturing of kurtis, we have created a stylish yet durable fashion statement.The Idea Grows:The idea that started with indigo evolved into something more--creating comfortable, durable and stylish kurtis for everyday wear.Keeping Indigo as the prime focus, the brand was expanded to include several other fabrics, like cotton, rayon, chanderi and cotton blends like cotton-satin and cotton-silk. Our Philosophy:Everyday wear can be both stylish and comfortable. Traditions can be juxtaposed into a modern context to create clothes that are beautiful, elegant and contemporary.Our Collections:The Alice Blue Kurtis come in various charming collections, season by season:-The 9 to 5 for Her Collection for everyday wear at home, college and work-The Celebrations Collection for those special moments-The Blue Ocean Collection for the lovers of Denim-Impressions Collection for those who love interesting printsAll collections come in a variety of fabrics in pastel tones, vivid bright hues, natural earthy tones and neutrals.The Road Ahead:Moving beyond kurtis, we will soon be launching our bottom wear collections. Plans for a collection of contemporary accessories are also underway.