Phool Booti The Coming together of Style & comfort

When Jaipur’s popular mom blogger, Priyanka Jain could not find fashionable yet comfortable ethnic wear for her daughters, the entrepreneurial spirit ignited in her and she decided to put her fashion design expertise to use. This led to the birth of an online clothing brand ‘Phool Booti Apparels’. The USP was clear: clothes that not only look stylish but are also hassle-free for kids to wear during festivals and for a longer duration daily. She introduced apparel like lehengas, suits, crop tops and pant sets in light and breathable fabrics like cotton and chanderi. 

Looking at the demand for such clothes, she also soon expanded to include apparel for women as well as men in her collection. From easy-breezy summer dresses and chic co-ord sets to traditional attire like elegant suits and lehengas, there is a lot for women to choose from without really burning a hole in their pockets. For men, there are shirts, kurtas as well as jackets to amp up their wardrobes. The apparel for men and women too is made using cotton and chanderi fabrics. 

“The idea is to make cotton an intrinsic part of Haute fashion”, shares Priyanka while talking about the vision behind Phool Booti. Along with her husband, Saurabh Jain, who is also a fashion designer, she also revived their 45-year-old family-owned enterprise ‘Digambar Fabrics’. Now re-branded as ‘Phool Booti Fabrics’, the brand caters to both wholesalers as well as retailers. With an in-house dyeing and print-making infrastructure in place, the brand’s speciality lies in creating contemporary and modern designs using traditional motifs. 

Telling more about the venture, Saurabh Jain says: “When it comes to textiles, there is no denying that Jaipur is a manufacturing hub and known across the globe for it. In our designs, we make it a point to create something different from the ubiquitous Sanganeri and Bagru style prints. We use playful prints in soothing colours like greys, greens and gold to cater to the audience who is on the lookout for some unique designs and prints”. Another point which sets Phoo Booti Fabrics apart is their in-depth understanding of the chemistry and technicalities of textiles and colours. This ensures that the colours do not bleed and remain fast, unlike the Sanganeri and Bagru print fabrics which usually face this complaint.