Founded by Jasmeet Kaur in 2024, Knotted is part of a new wave of Indian fashion labels reshaping the way we think about clothing. Rooted in three generations of craftsmanship, the brand offers thoughtfully designed women’s wear made from natural fibers like cotton and cotton blends. What began as Jasmeet’s personal search for wearable, skin-friendly clothing during motherhood has grown into a label grounded in comfort, heritage, and community.
As the fashion industry evolves, there’s a noticeable shift away from fleeting trends toward pieces that are timeless, versatile, and ethically made. Today’s consumers—especially women—are seeking clothes that feel good on the body and align with their values. Within India’s slow fashion movement, handcrafted labels like Knotted are carving out space by blending tradition with modern-day practicality.
A Generational Craft Reimagined for Today.
Knotted’s story begins decades ago with Jasmeet’s grandmother, who stitched garments for her local community in the 1960s. She passed her knowledge to Jasmeet’s mother, Nirmal Kaur, who in turn passed it on to Jasmeet. While her mother and grandmother focused on customized tailoring, Jasmeet envisioned a broader impact—one that could meet the needs of today’s women through retail and e-commerce. With an initial investment of ₹10 lakhs, she launched Knotted at the age of 36, inspired by her own postpartum experience.
Jasmeet found that the market lacked comfortable, breathable, and stylish clothing options for women over 30. Driven by this gap, she chose to create a brand that prioritized ease, skin health, and timelessness. She was determined to offer something better than cheap polyester options and more accessible than the high-end organic labels, making conscious fashion reachable for more women.
Clothing That Breathes, Moves, and Lasts.
Knotted’s core offering is handcrafted women’s wear made from natural fabrics that are gentle on the skin and environmentally responsible. Every piece is designed with functionality and longevity in mind—loose silhouettes, flexible sizing, and timeless styles ensure that garments can be worn across seasons and life stages. The brand’s collections are inspired by the five elements of life, with lines like Eden (Earth) and Sunsera (Fire), and upcoming releases continuing this thoughtful thematic approach.
Beyond design, Knotted stays true to its eco-conscious mission with fully sustainable packaging—compostable mailers and seed-paper thank-you cards replace plastic at every step. Jasmeet’s vision goes beyond fashion trends; it’s about creating wardrobe staples that women can restyle again and again, without compromising comfort, health, or environmental values.
Growing Trust, Expanding Impact.
Like many homegrown startups, Knotted initially faced challenges with visibility and customer trust, especially against the backdrop of fast fashion’s low prices and mass appeal. But with consistent quality and a growing word-of-mouth network, the brand served 150–200 customers in its first year and has begun building a loyal, global customer base.
Looking ahead, Knotted has its eyes set on meaningful growth. In addition to completing its five-element collection, Jasmeet envisions expanding into kidswear and menswear. With the enduring support of her mother, who remains her greatest pillar of strength and inspiration, Jasmeet continues to evolve Knotted as both a personal legacy and a conscious label designed for real women’s lives. Through every stitch, Knotted is not just making clothes—it’s creating a space where comfort, sustainability, and self-expression coexist beautifully.
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