About Us
Our Founders
Pratha-Linen was founded by Pranali Shah, vision to blend tradition with innovation.
For Pranali, the journey began with a deep appreciation for fabric, and she quickly found that linen stood out not only for its natural, eco-friendly qualities but also for its versatility and comfort. Linen’s timeless appeal, its ability to become smoother over time, and its skin-friendly nature were qualities that spoke to her on a personal level. Yet, she noticed that linen’s design potential had not been fully explored. Determined to create something special, Pranali began to push the boundaries of linen fashion, focusing on designs that could cater to all generations—from the youngest fashion enthusiasts to those who have long loved the comfort of linen.
Also, brought a fresh perspective and a passion for creating designs that speak to modern sensibilities while remaining grounded in rich cultural traditions. Together, they established Pratha-Linen to craft clothing that is timeless, stylish, and inclusive for everyone.
Our Team
At Pratha-Linen, our team is the backbone of our creativity and innovation. From our talented designers to our dedicated artisans, we work together to bring our vision to life—creating high-quality, sustainable fashion that tells a story.
Each member of our team brings something unique to the table, but we are united by a shared passion for pushing the boundaries of linen. Whether it’s intricate handwork, innovative design, or sustainable practices, we pride ourselves on working together to offer you garments that are both stylish and meaningful. Our artisans, often skilled in traditional Indian techniques, are an integral part of our process, ensuring that each piece is crafted with care and authenticity.
Our Vision
Pratha-Linen is more than just a clothing brand. Our vision is to redefine what fashion can be—fusing the beauty of India’s cultural heritage with the timeless, eco-friendly qualities of linen. We aim to create clothing that celebrates diversity, inclusivity, and sustainability while honoring the traditions that make us who we are.
We believe that linen is the perfect canvas for innovation—its comfort, versatility, and sustainability make it a fabric for all ages and all occasions. Our collections are designed for everyone, from young trendsetters seeking fresh styles to older generations who appreciate the timeless appeal of linen. Through each collection, we strive to create garments that not only look beautiful but also empower those who wear them.
Why Linen?
When Pranali Shah first discovered linen, it wasn’t just the comfort that drew her in—it was the way linen brings people together. Its natural, breathable, and sustainable qualities make it the ideal fabric for today’s world, where comfort and eco-consciousness are more important than ever. But there’s another reason Pranali chose linen: its untapped potential.
While linen is loved worldwide for its versatility and comfort, it hasn’t always been seen as a canvas for intricate design. Pratha-Linen aims to change that. We push linen’s boundaries by blending traditional Indian handwork, like Lucknowi chikankari and Kashmiri embroidery, with modern styles. This exploration of linen’s potential allows us to create unique pieces that blend the old and the new, making linen a fabric that fits every generation, every size, and every style.
Our Craftsmanship
At Pratha-Linen, we’re deeply committed to craftsmanship. Every piece is a testament to the dedication and skill of our artisans, who bring their rich expertise to every thread.
Our garments are crafted using traditional techniques—such as chikankari, zardozi, and other regional handworks—merged with contemporary designs. This fusion allows us to create pieces that are not only stylish and comfortable but also steeped in the cultural richness of India. Each garment is carefully made to ensure quality, durability, and a timeless aesthetic that transcends trends.