Posts Categorized: People

Clean Lines

January 29, 2016

Still from a Hindi film ‘Chashme Badoor’ (1981) featuring Deepti Naval who plays role of a Chamko detergent salesgirl. 

Edited by Border & Fall

The human hand, technology and sustainability are key to garment design – as are the moods and moments associated with textiles. Shift elicits anecdotes from across India, speaking to how – and why – clothing will always remain more than what meets the eye. In the following interview, Designer Nimish Shah gets down to the brass tacks of garment care, speaking to Gurpreet Kohli and Neelam Solanki from the Unilever Technical Insights team. They take a closer look at the responsibilities between textile developers and detergent design; reveal the shift in consumer behaviour towards garment care and low environmental impact, and discuss possible digital interventions to decipher the undervalued and misunderstood ‘care label’:


Is Laundry only a women’s job?

December 4, 2015

Share the Load
Ariel gives us an everyday perspective

Super Dry

October 8, 2014
Super dry

© 2014 Porus Vimadalal

Friend of Shift and very talented photographer Porus sends us a post card from Amsterdam featuring NEMO science center. Our beautiful look books (See winter cruise14-15 & summer13 in collections) were also shoot by him.

Lines to Follow

August 12, 2014

Monica Dogra
Singer and actress; one half of the electro duo Shaa’ir and Func – stole the show in her debut performance Kiran Rao’s Dhobi Ghat (more coming on that latter) Travel with her through her post.

Nidhi Jacob
Fashion Editor: Elle India
Top Marks to Granny Gangster’s old soul and young spirit. Her artsy instagram feeds are full of life through a funky lens. Butch and soft at the same time.


Clear Conscience


This little goody two-shoe detergent offered by the prodigy behind Mumbai’s graphic, knick knack shop Filter in Kalaghoda. Impeccable packaging makes it a perfect left of center gift. Made in Auroville, the natural laundry suds are biodegradable, contain no enzymes or chlorines and can be used both for hand wash and machine. They mention to use the left over water for gardening – Genius!

Net Wt: 500gms
INR 160
Hand Wash

Clothes with this symbol are usually fragile and simple in construction, Give them a quick soak in a sink after diluting some of this powder and squeeze water out – try squeezing the garment as if you were kneading dough instead of twisting it. This is best for plain cotton garments (watch out for colour bleed) / cotton khadi / intimate apparels / fine knits (with extra care).