When dresses get off the rack in less than an hour, you know that you are in the right store. That's what we witnessed during our recent trip to Evolv, Pune's newest multi-designer store.
An artist's colour palette
At Evolv, the clothes are not displayed according to the designer but as per the colours. The current collections available are in the hues of grey, black, red, blue, green, psychedelic pink and more. There are issues though if you want to locate a designer outfit afterwards.
Psychedelic slippers by Melissa (Rs 1,650)
The shop has 15 Indian designers on board including biggies such as Rajesh Pratap Singh, Abraham Thakore, Rohit Bal and Manish Arora among others. Watch out for shoe and handbag labels including Melissa and Play Clan. We couldn't take our eyes off the Double Decker Bus motifs designed by Uja Arya. The hand-block printed and hand-embroidered garment in grey with the cute red motifs took us back to the city of dreams -- Mumbai.
Beige high heels with a heart-shaped embellishment (Rs 6,500).
Pics/ Akshata Shetty
The store also houses city guide books for tourists who are keen to visit cities such as Delhi and Mumbai. Written by an Australian author, the books have been neatly put in a cloth bag to give it an ethnic feel. But we are still wondering why they don't have a guidebook on the city as well. Doesn't the city have any tourist spots? There are some cool headphones too, though we couldn't try them out. But from what we saw, they definitely looked chic.
Kathakali Bellow bag by Play Clan (Rs 1,395)
It was good to see a lot of art included in the store, in terms of products as well as store design. The store is divided by a wall, which has colourful pencils created on one side and buttons on the other. The rest of the store is in white. A good way to not let people get distracted and give their full attention to what's on display. Also, white makes the store look bright and comfortable. While retail may be therapy for some, for others it's a long-lasting affair. So, to sum up, we agree with Atul Shyamsundar, director, EVOLV, when he says, "If you read Evolv backwards, it reads V love".
At Evolv, Phoenix Market City, Nagar Road.