Born out of the need to reduce the environmental impact of fashion, Saritoria is the first global platform to buy and sell pre-loved South Asian luxury fashion.
The online e-store offers the conscious consumer an incredible opportunity to buy smarter, sell more, and wear more of all the biggest South Asian designers. Co-founded by Shehlina Soomro, Omar Soomro, and Pernia Qureshi, Saritoria aims to start the pre-love revolution in South Asian luxury couture. It redefines the concept of ‘new clothes’ and empowers South Asian people across the world to join the global circular economy.
A perfect amalgamation of fashion, technology, and sustainability, Saritoria is based on a pre-love(d) model to appreciate and celebrate the rich cultural heritage, beautiful craftsmanship, and impeccable fit of South Asian luxury couture, that deserve a second life. It promotes sustainability by providing longevity to couture pieces.
The profound events of last year have awakened the global fashion consumer to become increasingly more conscious of their buying choices. The modern mindset of the conscious consumer is seeking sustainable fashion options to change the narrative for the better. People are becoming more value-minded and more longevity-minded about products. They have opened their hearts and minds to include pre-loved beautifully handcrafted garments which may have otherwise remain unused or been discarded. The Covid situation in some way intensifies the pillars that Saritoria is built around e-commerce, community, and sustainability.
Commenting on her new venture, Pernia Qureshi, Co-Founder, and Creative Director, Saritoria, said, “In this new world, South Asian fashion must also evolve to help minimize the impact on the environment. Saritoria is an idea born from a dream to redefine luxury couture with pre-loved pieces that tell a story. It provides younger and eager consumers easy access to beautiful and authentic garments from all the biggest South Asian designers at an amazing value otherwise inaccessible to them. In parallel, it also helps build a streamlined wardrobe for many, empowering them to make smart and conscious decisions and be a part of the global circular economy. We want Saritoria to be a win-win for everyone and revolutionize South Asian fashion.”
Saritoria promotes sustainability at its forefront, lending a second life to some of the most intricately designed garments. It encourages soulful de-cluttering of the closet and helps pass on the benefit and beauty of an outfit while also enabling buyers to own unique, limited edition pieces. Pre-loved fashion buying is great for the environment, it cuts Co2 emissions, reduces water waste, and decreases micro-plastics in our oceans. Everyone wins with pre-love.
Commenting on the launch of Saritoria, Shehlina Soomro, Co-Founder of Saritoria, added, “As a brown girl living in the UK, while I can access many stores to buy second-hand international designer brands, I have been unable to find a similar platform for South Asian fashion. This inspired me to build Saritoria. In our culture, we have so many occasions, festivities for which we repeatedly buy new clothes, and most of them remain under worn beyond an occasion or two. Saritoria is my sustainable yet practical solution to this very issue. Rather than having outfits gather cobwebs in our wardrobes for years, I propose that we share them with people who may actually have use for them. It is a win-win situation for everyone involved and most importantly for our planet.”
With an international presence, Saritoria’s website ships products globally. It offers beautiful, authenticated garments from many prominent South Asian designers including Sabyasachi, Abu Jani Sandeep Khosla, Gaurav Gupta, Manish Malhotra, Anamika Khanna, Anita Dongre, etc. Saritoria houses real-life optimized images and accurate sizes of the clothing styles, to lend buyers confidence and a better user experience.
Saritoria promotes a collective realization of wardrobe cleansing. Hence, it has worked extremely meticulously on making the entire process of listing an outfit on Saritoria straightforward, free of cost, and open to anyone who has a designer garment to sell. Sellers can access Saritoria’s Concierge Service that is simple and easy with no upfront costs.