It is often said that ‘The journey is more important than the destination’. A label that started in a small basement, Purvi Doshi’s journey has transformed into 360 degree sustainable and conscience fashion. It has endeavoured for a harmonious co-existence between fashion and nature. Her strong feeling that “sustainability is not a trend, it’s a belief” has truly influenced the brand identity. What started as a regular fashion label has been transformed into Eco-friendly, artisan-empowering, cruelty-free and a zero-waste force in fashion. Purvi Doshi’s vision is to contribute to the well being of one another and strongly believes that "fashion must not be at the cost of other living beings, we must to learn to co-exist". She has been recognised for her endearing efforts by an award titled ‘Compassion in Fashion’, by PETA India.