Cord in Hyderabad: Weaves vintage designs, earthly shades into fashion aesthetics

Hyderabad: Hyderabad is now home to the fashion label Cord. Founded by the imaginative design duo of Neha Singh and Pranav Guglani, Cord has recently made its mark in Banjara Hills, Hyderabad, with a store that’s set to become a haven for those who appreciate the beauty of slow fashion and timeless designs.

Founded in 2015, Cord has been on a mission to craft fashion pieces that are not just garments, but also narratives of culture, memories, and cherished yesterdays. Under the label Cord, they have meticulously blended contemporary aesthetics with indigenous crafts like hand smocking, block printing, and screen printing.

Their latest collection, aptly named Folklore, transports you to a world where tradition meets contemporary elegance.

Neha Singh, one half of the creative duo, explains, “The edit is inspired from the past, the books that we read, people we met, poetry we read, from dreaming about beauty and more. It’s not looking at the past through longing but reflecting it with rose-tinted optimism.”

Cord brings unique stories together

Neha and Pranav’s expeditions often lead them to vintage shops across the globe, from Berlin to Udaipur, in search of pieces that are truly unique and tell stories of craftsmanship and history. They ponder about the lives such collectable pieces must have lived, who may have held them, and what stories they hold.

“What sets Cord apart is not just their commitment to preserving the past but also their choice of earthy colours that run deep in the brand’s DNA,” the duo says.

In the Folklore collection, you’ll find hues reminiscent of nature’s palette – cream, pastels, greens, mustards, indigo, brown, and beige adorning chic ensembles like sally tops, tiered skirts, hop skirts, top-stitched pants, quilted jackets, and buttoned-up dresses.

Pranav Guglani, explains their choice of fabrics, saying, “We’ve worked extensively with cotton and linen mainly because of its durability, biodegradability, and climate favourability. These fabrics are also functional and comfortable. This season we’ve used brighter colours because we want to bring in the mood of festivity with this collection. The motifs are inspired by folk traditions coupled with quirky embroideries.”

Roots in Hyderabad

While Cord may have roots that stretch across the globe, their connection to Hyderabad is deeply personal. Neha, who grew up in Hyderabad, finds her roots here, while Pranav has found a home for himself in Neha. The city’s love and inspiration led them to open a store in Banjara Hills, a place that holds a special significance for both of them.

“One of the reasons why we opened a store here is to come home, to a place we know well and have loved. The city has been a constant inspiration for us. We get a lot of people who support and love what we do,” Neha shares, reflecting on their decision to establish their presence in Hyderabad.

Together, Neha Singh and Pranav Guglani have found their tribe in the city, and they believe that Hyderabad is a destination for conscious consumers who appreciate the blend of tradition, craftsmanship, and modernity that Cord embodies. With their store in Banjara Hills, they’ve brought a touch of nostalgia and style to the heart of Hyderabad, inviting all to take a cherished detour down memory lane of fashion, culture, and timeless elegance.