Brand’s rationale comes from a social and cultural perspective on environment, passion for conservation and use of craft blending with current times and fashion ability. Collections are made using a range of sustainable materials, end of line fabrics and conscious pattern cutting to minimize factory waste.

An alumnus of London College of Fashion, Designer Nimish Shah launched Shift in 2011. Shah graduated with a first class honors in Product Design and Development for Fashion Industries in 2007; bagging a scholarship from PAN UK for exploring use of organic cotton and “Fashioning the Future” award for materials innovation at The Center for Sustainable Fashion summit in London. Shah’s passion for garment care is evident in his laundry blog, which addresses impacts of suitability during consumption stage.

His stints of work experience at fashion houses like Chloe and Burberry, and retailers like Browns and Jigsaw continue to inform and influence his work. Shah admits to a penchant for cool vintage that has become the house signature. He works from Mumbai, and champions an innovative approach to creating sustainable fashion products and services.


Shift pioneers in creating and evolving a premium fashion and lifestyle business with a common sense approach to sustainability and a belief in business that treats people, planet and profit with equal importance.

We use a range of organic, fair trade and natural fibers along with artisanal handloom textiles in both organic and conventional cotton and silk. All fabrics are sourced from ethical and reliable manufactures. Khadi is sourced from government certified vendors. All printing is done by hand on old-fashioned wax beds that have inhouse effluent treatment plants and adhere to strict environmental and labour standards. Personal relationships are built with master craftsmen who operate their own small units, which weave, process and print our fabrics.

All garments are made in our company’s studio based in Mumbai. Cloth is cut and waste handled, optimizing efficiency and use of all materials and fabrics in an effort to waste little and recycle as much as possible. Scraps of fabric are compiled together and sent to NGOs who craft them into beautiful indigenous textiles using applique technique. Our one off and limited edition of quilts are made using previous seasons fabric waste, which are hand quilted by an NGO that work on engaging and empowering women in rural India.

While we design and manufacture consciously; maximum impacts of sustainability are witnessed at consumption stage while consumers overlook garment care and maintenance – due to which large sums of garments end up in landfills. Through our blog we address these issues with simple suggestions, home science remedies, product reviews and DIY tips on how to take care of your beloved clothing and accessories.