1 exhibition in Japan, 40 garments, 3 weeks.
No vision board. Just linen, instinct, and not enough sleep.
We weren’t trying to start something. We were trying to finish something.
But somewhere in the middle of it, an idea began to take shape.
Confidence stitched itself in.
And that’s how Aari started,
not with a plan,
but with pieces that felt right enough to keep going.
Most of life doesn’t happen at the extremes.
Not on red carpets.
Not in the middle of a forest.
It happens in between.
In the walk between home and work.
In the fifteen minutes you have before you leave for dinner.
In the day that starts as one thing and ends up being six.
That’s the part we think about when we design.
Not “statement” clothes.
Not “basic” clothes.
Just clothes that understand what it feels like to be in the middle of things.
It’s why an Aari shirt doesn’t belong to one place.
You could wear it to a family lunch.
You could wear it to an airport.
You could wear it for a day where nothing big happens -
but a lot of small things do.
We like that.
Because it means the piece doesn’t end up sitting in your closet waiting for a moment.
It just goes wherever you do.
So when we think about what we’re making next, we don’t ask:
“Is it dressy?”
“Is it casual?”
We ask:
Will you reach for it when the day ahead doesn’t fit into a box?
That’s enough.
At Aari, every piece begins with a question: How can this be made better?
Better in its fit. Better in its finish. Better in the way it lives with you.
We work at a pace that lets us answer that question fully. That means sourcing fabrics that will age beautifully, choosing trims that won’t compromise the integrity of the design, and partnering with artisans whose skills have been honed over years, not weeks.
In our studio, nothing is rushed. Patterns are refined until the drape feels effortless. Embroideries are placed where they belong - enhancing, not overpowering. Every button, every seam, every lining is there because it serves a purpose.
This approach naturally means we produce less. We release fewer collections. We don’t respond to every passing trend. But what we do make carries a permanence — a reason to exist beyond a single season.
Slow is not about stillness. It’s about control. The kind that allows us to pivot quickly when inspiration strikes or when an opportunity arises — without sacrificing quality. Our systems keep standards intact, yet flexible enough to adapt to the moment.
We choose a different measure. Slow is our way of making sure every Aari piece feels considered, precise, and quietly exceptional — the kind of clothing you reach for again and again, without thinking, because it simply works.
Not just now. But for years to come.
We don’t think you need a reason to wear something that feels right. Linen is our language. It’s not stiff or seasonal. It’s breathable, forgiving, and endlessly wearable the kind of fabric that blends into your rhythm instead of interrupting it.
Our pieces are shaped by restraint: fewer, better designs that hold space for movement, layering, pausing. They don’t follow trends, they follow you.
It’s about how they live on you. How they wrinkle, drape, stretch, soften. How they age with you, and become yours in a way fast fashion never can.
Aari isn’t here to dress you for special occasions.We’re here for the everyday - because every day is worth dressing well for.
Linen is strong, breathable, and naturally beautiful. With the right care, it lasts years and gets softer with every wash. Here’s how to help your linen garments age gracefully:
Wash it cold.
1. Wash in cold water with a mild, liquid detergent.
2. Choose a gentle cycle. If your machine has a “delicate” or “hand wash” option, use that.
3. Avoid bleach, enzyme-based stain removers, and fabric softeners — these can damage the fibres.
4. Dark-colored linen should always be washed separately the first few times and ideally in a cold setting to preserve color.
Skip the dryer. (Drying)
1. The best way to dry linen is to air dry it flat or hang it up in the shade. Linen dries quickly on its own
2. If you’re using a machine, use a low heat setting and take the garment out while it’s still slightly damp to avoid stiffness and shrinkage.
3. Avoid tumble drying on high heat or using strong spin cycles — both can weaken the fabric and cause it to lose shape.
Wrinkles? Let them be. (Ironing & Steaming)
1. Linen naturally creases - and that’s part of its relaxed, lived-in character.
2. For a smoother look, iron while the fabric is still a bit damp, using medium to high heat.
3. Always iron on the reverse side to protect surface details, especially if the fabric is printed or embroidered.
4. A steamer works well too and is gentler on delicate pieces.
Let it breathe. (Storing)
1. Store in a dry place, away from direct sunlight, to avoid fading.
2. Linen needs to breathe — fold it neatly or hang it.
3. If storing long term, wrap it in muslin or cotton bags to keep it fresh.
Wear it, often.
Linen isn’t the kind of fabric you save for later. It wants to be worn, and the more it is, the softer it gets. The more you live in it, the more it becomes yours.
A Note on Stains
1. Blot stains gently with cold water or a vinegar-and-water solution.
2. Avoid rubbing hard or using strong spot cleaners — linen’s weave can loosen or fray.
3. If needed, a short soak before washing can help lift stains without damage.
