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For the real WOMAN
— Photo: Murali Kumar K.
To allow for maximum comfort, Mustard insists on selling stretch fabrics that are cotton based.
TIRED OF trying out teen sizes and battling bulges that refuse to go away but insist on blocking the entry of Western apparel? Fed up of returning empty-handed from trendy shops that refuse to keep woman's sizes, real woman's sizes? Relax. If the range offered in Mustard is anything to go by, help is close at hand. At Mustard you could comfortably get into those trendy trousers, the ubiquitous capris, without effort. For, this shop houses sizes that will accommodate everything from a 26-inch to a 50-inch waist.
And these sizes are not merely large but are cut to suit the unique Indian middle age frames. "We came up with this concept when I wanted to gift my wife some western outfits and realised I couldn't get her size. That was when my brother Gaurav and I decided to do some research on Indian women's sizes and frames. We realised then that the normal oversized western wear were fashioned to fit western frames, which have narrow or flat hips. The typical Indian frame is narrow around the waist and heavy on the hips. ," says Saurabh Gupta, proprietor, Mustard.
But after doing the research and arriving at the style and size, the brothers couldn't find models to try out their apparel. That is where their wives stepped in.
"My sister-in-law and I were the guinea pigs as well as the glamorous models. We would try all the styles and if it fitted us perfectly, we knew we've hit the right combination," says Arti Gupta.
To allow for maximum comfort, Mustard insists on selling stretch fabrics that are cotton based. "The stretch factor prevents you from feeling constrained while the cotton allows the fabric to breathe. Synthetic is not suitable for our weather conditions and they take away the comfort factor ," says Saurabh.
And since, the clientele is 25 years and above, and working, the outfits are suitably toned down.
"We sell blouses mostly with sleeves and our designs are also structured to suit working women who like to wear trendy clothes yet like them to be sober," adds Saurabh.
So, are only working women his clients? "Not exactly. We have plenty of housewives frequenting our shop. A sizeable part of our clientele is from the IT sector. But all our customers are older women, not teenagers."
The comfortable long trousers, the jackets with just a hint of embroidery to lend that feminine touch, the party wear with just enough glitter without an overstatement, vie for attention. The long-sleeved blouses pack enough trend and style without attracting undue attention.
"Fashion is for everybody and it should be more wearable. That is why our designs are stylish yet not glamorous, attractive yet not revealing, lively yet restrained."
"This place is a godsend for large sized women. It is so hard to find clothes that fit large sizes," says Mona Chadha, a homemaker and customer.
And that's not all. Mustard also fits the Indian wallet. The clothes are priced between Rs. 499 and Rs. 1,900. It is located at the Forum mall, Koramangala, and can be contacted on 30622260.
NANDHINI SUNDAR
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