The Brand | Clothing, Accessories and Shoes

The East Story Established in 1994, East is a British brand with a deep-rooted connection to India's rich history and artisanal traditions. We create timeless pieces designed to be treasured, and handed down as heirlooms in contrast to overconsumption and waste. Each garment is crafted to tell a story - one of artistry and culture. In 2018, Peter Simon, founder of Monsoon, acquired East with a vision to preserve its dedication to craft and heritage. Relaunched in 2019, East remains true to its origins while embracing fresh ideas that drive the brand forward.

Our inspiration Our collections are inspired by the vibrant spirit of India, brought to life through modern, feminine silhouettes, unique print handwriting, and confident colour palettes. We honour authentic craft communities across India by collaborating with artisans, weavers, hand block printers, and embellishment artists. By sustaining these techniques, we ensure their relevance in today's world while supporting the skilled craftspeople who keep these traditions alive. East is more than just a clothing brand; it's a celebration of creativity, energy, and spirit. We are passionate about textiles, colour, and attention to detail.

About you Our customer desires a connection with the product she buys, a beautiful narrative woven into the fabric of each piece. By wearing East, she becomes part of a meaningful journey, supporting and sustaining the makers who shape our collections. We are proud to create garments that are more than fashion - they are stories to be cherished, passed down, and loved forever.