LOOKING EFFORTLESS TAKES EFFORT. BUT SHOULDNʼT IT BE EASY?

Why has getting dressed become unnecessarily complicated?

Think about it. It's ridiculous.
Not because men suddenly care more about clothes, but because the options became extremes. Dress like a corporate presentation or dress like a streetwear mood board. There's nothing in between.

What about us - the simple guys just trying to get through a normal day?

why the f*ck should
you BELIEVE us?

Before Craig existed, our founder Avantika Saran spent over a decade designing and manufacturing menswear for some of the biggest names in the global market. She worked on collections sold across continents, sat in product rooms before trends became mainstream and learnt the difference between garments people buy once and garments they wear for years. The more she worked in menswear, the harder it became to ignore one question:
Why was thoughtfully designed menswear so easy to find elsewhere, yet so difficult to find in India?

CRAIG BECAME HER ANSWER

We build shirts, trousers, overshirts and jackets inspired by classic European silhouettes and adapted for Indian lives, Indian weather and Indian wardrobes. Pieces designed with great attention to detail, so they layer well, move effortlessly between occasions and stay relevant years from now. Every piece is designed around one simple question:
What are the five different ways a customer can wear this?

That's our 5 Days, 5 Ways philosophy because most Indian men don't need a bigger wardrobe, they just need a smarter one.

our goal Is sImple:

Make style so effortless that one can throw Craig on and step out. Not that compliments are the goal.
But you'll probably get one. *(An unpublished study conducted entirely by us.)