Ancient embroidery meets contemporary style, handcrafted in India by skilled artisans, preserving more than three thousand years old embroidery technique and indigenous fabrics of historical importance.
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"There’s a new slow fashion streetwear label that’s on our radar: Lucknow-based Zero Tolerance. Founded by Prakhar Rao, the brand amalgamates South Asian history and heritage with street culture and aims to make pieces that influence minds"
"Comfort, with a celebration of the country’s rich culture and heritage, is the brand’s calling card. It also focuses on putting together pieces in such a way that they represent an amalgamation of South Asian fashion sense and the western relaxed vintage aesthetics that the subcontinent was influenced by during the magical ’70s, ’80s and ’90s"
The New Indian Express
"As someone who personally doesn’t run after trends but rather believes in pieces that stand the test of time, Prakhar gravitated towards street culture. Recognising the sheer purpose and meaning each garment can hold within itself, Prakhar immediately channeled his effort into building a streetwear label"