This high street fashion store that's the buzz in the UK is now opening in the city. The Guide gets a sneak-peek, researches the brand and finds out more, first-person 
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Forefathers: Clive, Penny &amp; Jonathan</td></tr></tbody></table>From Kingston, London to Koramangala, Bangalore this fashion apparel brand has sure come full circle. What began as the dream of three friends in 1970 has now become one of the leading brands in the west that is loved for its heart and soul that looks eastwards. This might not be familiar ground for any true-blue Bangalorean and that's nobody's fault, but like several other UK based brands, we're sure you'll fall in love with East, quite easily. It's the first! East is being brought to India through the Fabindia umbrella and that alone is often enough to suffice as a watermark of quality, for good reason! Bangalore's first store will be launched on Saturday, Sepu00a0 19, right beside the sprawling Fabindia store at Koramangala. For those of you who've been regulars at Fabu00a0 the store will occupy the old 'men's and billing' sectionsu00a0 so now you know why they were boarded up for so long. The beginning The brand has something to offer to any apparel enthusiast and like its supporter, it also encourages all-natural dies and eco-friendly fabrics. East began as Anokhi, a Rajasthan based co-operative driven by the passions of Clive Pettigrew, Penny Oliver and Jonathan Keating. The brand grew and so did its connections with native weavers all across the Indian subcontinent and beyond. Soon, Anokhi evolved into East a brand that was inspired by the oriental and breathed its love for colour and textures. East today There has been no looking back since and today East is one of the most popular brands in the UK, known for its use of distinctive and evocative prints, paired brilliantly with a spectrum of vibrant colours. The clothes are largely cotton or silk, but they're also famous for the ingenious blends that are purely aimed at increasing comfort. The only drawback for now is that they cater exclusively to women. 
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<td><img alt="" src="/imagedata/2009/sep/east4.jpg" border="0" /></td></tr></tbody></table> Who you are A fan who didn't want to be named said, "It is a brand that allows you to be an individual with your own personal style statement and much like Fabindia, the brand promises that no two women wearing the same piece of clothing will ever look the same. The clothes are beautifully crafted and the detailing is marvellous. This is comfort, fashion and fine detailing all the way." Three point rule To put the East experience in perspective, the easiest way would be to echo their three-point rule it should fit well, it should set well and should be comfortable to wear. This magic formula is sure to have many takers and that's this colourful brand's biggest advantage. Get in touch East at FabIndia: No 54, 17th main, 100 Feet Road, 2 Block, Koramangala Call: 42549000

This high street fashion store that's the buzz in the UK is now opening in the city. The Guide gets a sneak-peek, researches the brand and finds out more, first-person

Westwards going 'East'

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