Perfect-fit wardrobe and wardrobe consulting: How Karan & Moin are redefining men’s fashion in India

Coming from humble farming family roots, Karan Sabri, Director of menswear label Karan & Moin, discovered his passion for fashion and textiles when he watched his older brother Moin Sabri making fabrics at work. He knew that designing was his calling, but looking at Moin, he realized that until he understood the canvas, his painting would not go very far.

She then started learning the basics of fabric craft and took design courses to become a professional fashion designer.

We originally set up our sewing, skills and intrinsic craft unit. Cain came later. As passionate artisans, our goal is to introduce the best designs from around the world to India. We are so studious, we travel to the capitals of fashion – Milan, Paris and London to learn skills from the experts, Karan tells Outfit Resources (AR) in an exclusive interview.

Upon returning to their base, they localize and apply their learnings. Today they offer the finest fabrics from around the world in styles to match.

Karan & Moin was founded by the duo Karan Sabri and Moin Sabri in 1989. With a team that has now grown to employing 50 employees, the brand’s manufacturing unit is located at South Extension, New Delhi where 100 percent of their production is done in-house.

In their business, Moin serves as a master in garment construction, while Karan works as a stylist and core designer. Moin brings my style and designs to life through his vast knowledge of fabrics, attention to detail and execution of The Perfect Fit, says Karan.

The brand offers power dressing and celebratory wear to cater to men of all ages, sizes, and types. It provides wardrobe consulting to help customers get the most out of their wardrobes while reducing the wear-and-throw mindset that negatively contributes to environmental misuse.

Additionally, Karan & Moin specializes in classic, evergreen slow fashion, which appeals to men over the age of 18 who have a refined sense of fashion and want to make a strong impression. Target audience includes bureaucrats, business owners, partners, directors, C-suite executives and high profile personalities, with a focus on working professionals in the 18-60 age bracket.

We sat down with Karan to learn about his work style and the Karan & Moin brand and how the brand has managed to bridge the gap in the menswear market in India.

AR: How would you describe the core details/techniques of the label that make your work stand out in the market?

KS: Fabric work is our advantage. It’s all in the math, as Moin likes to say. Mathematical reworking each customer to create the fabric to drape them perfectly is key – the secret behind the perfect fit we have earned a reputation for providing. Our designs have a minimalist, classic and timeless style that transcends time. Our clothes sync with your body language, making the style you wear your own. Our USP is creating fabrics to make your style unique, that complement your stature and make you look better than your best. We come out with two collections a year – summer and winter.

AR: What is the main material/fabric you work with is it outsourced or made by you, or a mix of both?

KS: We source ingredients straight from the source, both nationally and internationally, to ensure our customers get what we promise. We prefer to work with 100 percent natural fabrics such as wool, silk and cotton. Some of the international materials we work on are Burberry, Zenia, Rada, Scabal, Amara, Holland and Sherry and Loro Piana.

AR: India is globally renowned for its local markets and hubs. What hub (both local and international) do you prefer to source your raw materials and fabrics from? Mention some areas that you frequently work on.

KS: With our own design and production, we pay great attention to the materials we get. We source our fabrics directly from the world’s best fabric manufacturers such as Zegna, Loro Piana, Holland and Sherry, Ariston, Dormeuil, Scabal, Reda etc.

AR: What are your future plans for the label in terms of retail expansion and line expansion?

KS: Being in an industry poised for exponential growth, we’re here to help. While we operate nationwide, based in Delhi, we plan to have a wider footprint across the country with studios in all metros and be the top brand in men’s luxury wear, not only in our existing power dressing segment but also in celebration wear.

AR: With the advent of AI and technology in the fashion industry, it’s almost impossible not to use these tools to increase productivity and business. Does Karan & Moin combine the use of technology and AI (database management etc.)?

KS: One of the technological invasions of our industry is the way we communicate and it is where the digital revolution affects us the most, whether in terms of customer interaction or learning about changing trends, new materials on the block, etc. , in-person interaction continues to be the mode of choice.

AR: What do you think drives the consumption of the fashion category in the Indian market?

KS: In India, fashion trends thrive and offer many opportunities to show off, especially during weddings, which are celebrated like festivals. Various functions in a wedding ceremony provide a platform to wear different clothes and experiment with different styles, leading to a faster consumption of fashion.

Social media also plays an important role in promoting and spreading new fashion trends. This allows people to try and discuss the latest trends, thereby spreading awareness as well as consuming new trends.

AR: How do you integrate sustainable and ethical practices at Karan & Moin? Please describe how you achieved this across different departments.

KS: Some of the initiatives that we incorporate into our practice to integrate our environmental responsibility are as follows:

Wardrobe consultation: We start by understanding the client’s wardrobe and their needs, then we consult with them to make the most of their existing wardrobe and add styles and outfits that maximize use of what’s in their wardrobe and still help them make a style statement.

Slow mode champion: Our design goal is to provide our customers with clothing that makes them look better than their best and also lends them a style that is uniquely theirs while staying on trend.

Sustainable ingredient sources: Brands can work with suppliers to source sustainable ingredients and ensure they meet their quality standards.

Help customers make informed decisions about ingredients: We educate our customers about the materials they evaluate for their clothing and further encourage them to make eco-friendly choices.

Reducing production waste: Being a design label, we do not stock stock. We manufacture to order, minimizing waste.

Recycle and reuse seam scraps and waste: Moins, which are very sensitive to waste sewing, can add to the environment, ensuring cuts are made to minimize waste. All waste is collected to find out the best way for re-purpose, minimizing waste leaving our production units.

AR: Please explain the increasing demand and popularity of ethnic fusion clothing among consumers today.

KS: The Indian fashion industry has been transformed by the advent of ethnic fusion clothing, with the trend gaining immense popularity in menswear. This trend reflects a growing desire among men to embrace their cultural heritage and identity while combining contemporary and modern styles.

As western clothing gains greater acceptance, the demand for ethnic fusion clothing has soared. The market has seen an influx of mix-and-match styles, completely changing the fashion landscape. The rise of social media platforms such as Instagram has played a key role in this trend, increasing awareness and interest among male consumers who are increasingly open to experimenting with their fashion choices.

AR: How has K&M revolutionized the D2C fashion space in India?

KS: Our focus as a designer label is on creating bespoke garments that are tailored to each individual, not mass production. We don’t rely on pre-designed styles from previous seasons, unlike many other designer labels. Instead, we work closely with our clients to design unique garments that meet their vision and specific needs.

By working directly with our customers, we are able to stay in tune with real-time market demands, enabling us to create custom garments that align with those needs.