When one enters Aboutir (meaning ‘to succeed’ in French), the store with its matte-finished interiors of chrome, glass and teak, doesn’t intimidate despite the opulent vibe and innumerable clothes racks.
On the contrary, it gives you enough freedom and space to stroll around and take your pick, and if nothing impresses you, don’t worry! There will still be an option.
“We don’t limit ourselves to the collection on display in the store. We have a bespoke section wherein the design is created for the customer. If a person walks in and doesn’t like the clothes, if he wants something more sober or more elaborate, we sit with the customers and design something for him.
The customer is involved in the whole process. We will take the basic requirements and then give options,” says Manish Banthia, co-founder of Aboutir.
Banthia partnered with Devinaa Chouhan, design brain behind the collection, to launch this store.
The store offers textured bandhgalas, Nehru jackets, ornately embroidered sherwanis, kurtas, jackets and suits in hues of canary yellow, peach, burnt orange, royal blue, burgundy and more.
In addition, the store also stocks silk ties, semi-precious buttons, shoes and other male accessories. “Each piece is unique. Design, cut, fit and wear-ability are the key elements intrinsic to Aboutir’s character,” summarises Chouhan.
At Aboutir, Sassoon Building, Kalaghoda.
Log on to www.aboutir.in
The Guide Top 4must-buys
Bandhgala Jacket (Rs 12,000)
This garment made of raw silk is totally multi-purpose. The bright red, pink, purple, orange and green colours, give it a bold statement making it appealing and away from the ordinary.
Sherwani (Rs 55,000)
This knee-length brocade sherwani, with semi-precious buttons goes well with breaches or narrow-bottom pants. The velvet detailing adds to the design element giving it a rich look.
Crochet Jacket (Rs 65,000)
Subtle yet stylish, this black crochet jacket with velvet detailing, collar and button, is a perfect outfit for a reception or a cocktail party. It’s neither over-the-top nor casual.
Tie (Rs 1,500)
These silk ties are understated and a perfect option for people who like to keep it subtle and muted. Pair these with well-fitted suits to make heads turn.