Made for years, not seasons.
STCH is an everyday basics label built on one idea, made literal: a needle and thread run through everything we make. Buy a few pieces, pay less per piece, and wear them for years.
The high street splits two ways. We took neither.
On one side, quiet-premium minimalism that all blurs together. On the other, loud discount streetwear that reads cheap the moment you touch it. Nobody at this price owned a genuine point of view.
So we made one shirt properly, then a small line around it: embroidered shirts, knit polos, handspun khadi and linen. High-contrast, dark, editorial. A fashion label that behaves like a workshop.
The thread isn’t decoration. It’s the promise: everything is connected, everything is stitched to last.
Fewer pieces, made properly. Real cloth you can feel between your fingers, cut clean, finished to be worn for years. Then priced so a wardrobe of it is within reach, not a splurge.
I wanted clothes I would actually wear.
Good cloth in India usually meant paying for a foreign label, and everything at my price felt like it was made to last one season. I did not want to run a brand. I wanted a shirt I could wear for years, so I had one made properly, then a few more around it.
It is still small. I choose the fabric and I check the stitching, and when your order goes out I have packed it myself. If something is wrong, you are messaging me, not a support desk.
The photographs further up this site are people who bought something and sent a picture back. I know most of them by name. That was not the plan, and it is the part I would not give up.
Aman Poonia Founder, STCH
From thread to wardrobe.
Handspun khadi
Our khadi line is spun on the charkha into yarn that is slubby, breathable and alive. The thread starts by hand, and you can feel it.
Cut on the grain
Every panel cut true to the weave and finished cleanly, so the cloth keeps its shape and moves with you wash after wash.
Made to last
Built to outlast the season it was bought in, not just the first few washes. Fewer, better pieces you actually keep.
