SLOW, STRONG, AND STYLISH—THE UNRUSH PHILOSOPHY

Pragya Priyali, founder and creative director of Unrush, reflects on her journey of breaking away from the fast fashion norm and forging a new path in the world of slow fashion

Pragya Priyali, founder and creative director of Unrush

In an age of fast trends and disposable style, slow fashion is making waves. More than a trend, it’s a conscious shift towards sustainability, quality, and ethical production. Slow fashion encourages us to rethink our relationship with clothing — to buy less, choose well, and value the story behind each piece.

Reimagining Fashion

In a world of fleeting trends and instant gratification, Pragya Priyali, Founder and Creative Director of Unrush, chose a different path — one rooted in intention.

“My journey into fashion began with a deep-rooted love for design, storytelling, and craftsmanship,” she says. “Over the years, I found myself increasingly disillusioned by the relentless pace and wastefulness of mainstream fashion. That led to the birth of Unrush — a slow fashion brand born out of a desire to create pieces that are timeless, conscious, and designed for real, diverse bodies.”

Like many trailblazers, Pragya’s inspiration came from challenging the norm. “The constant churn of trends and the disconnect between consumers and their clothes struck a chord. I wanted to build a brand that honoured the maker, the fabric, and the wearer,” she explained. “Unrush became my response — a call to pause, reflect, and choose clothing with meaning, intention, and longevity.”

Unrush being worn by Kalki Koechlin

The Heart of Slow Fashion

For Pragya, slow fashion is about intentionality. “It’s about designing with purpose, producing ethically, and encouraging mindful consumption. This philosophy shapes every Unrush piece — from how it’s made, to how it fits, to how long it lasts in your wardrobe.”

When asked whether slow fashion can push a designer’s creative boundaries, she asserts, “Yes, and in the most fulfilling way. It makes you think deeper, forces you to innovate within constraints, to create meaning beyond just surface-level appeal. It’s a slower burn, but with more depth.”Slow fashion is about creating pieces that resonate. “It focuses on quality, longevity, ethical production, and thoughtful design,” she explained. “At Unrush, we design garments that tell a story — through construction, silhouette, and the way they make you feel. Substance, to me, lies in wearability, emotional resonance, and responsible choices.”

Unrush worn by Jasmine Bhasin

Timeless and Aesthetic

Design is a balance of beauty and purpose. “Aesthetics are vital, but they must meet functionality,” she said. “I aim to create garments that are elegant and move effortlessly through seasons, moods, and moments. The real challenge is making minimalism feel rich, and comfort feel elevated.”That philosophy extends to her material choices. “At Unrush, fabrics aren’t just selected for sustainability — they’re chosen for how they feel, move, and last. We work with locally sourced, natural fabrics that are kind to the skin and the planet,” Pragya stated. “It’s not just about ticking a sustainability checklist — it’s about finding materials with texture, longevity, and a beautiful fall.”

While trends may dominate headlines, Pragya believes true desirability lies in what endures. “Timeless designs may not scream for attention, but they grow on you. They’re the pieces you reach for again and again. In a world full of noise, quiet confidence is incredibly powerful.”

 

Pushing Through, Standing Out

Challenging the pace and scale of the fashion industry hasn’t come without resistance. “There’s always pressure to conform — to follow seasonal drops or churn out collections on a fixed calendar. We’ve often had to justify our different approach. But I believe our audience values that honesty and intention. Unrush is built on slowing down with purpose,” noted Pragya.Success isn’t about speed or volume — it’s about meaning. “Success, to me, is seeing someone wear Unrush with confidence and comfort, knowing it was made with integrity. It’s also about building a community that values thoughtfulness in fashion, one garment and one story at a time,” she shared.

Reconnecting and Debunking Myths

Slow fashion is a way to restore the lost connection between people and their clothes. She averred, “When you know where your clothes come from, who made them, and why they’re designed the way they are — it builds emotional value. Slow fashion reintroduces that relationship and care into getting dressed every day.”Despite its growing popularity, slow fashion is often misunderstood. Pragya clarified, “There’s a misconception that it’s plain, boring, or unaffordable. In reality, slow fashion is about making conscious choices, not dull ones. It can be just as expressive — if not more — because it reflects values, not just trends.”

Unrush being donned by Ahana Kumara

Worn by Icons

Unrush has garnered the attention of several personalities. “We’ve been fortunate to see Unrush worn by Dhvani Bhanushali, Kalki Koechlin, Genelia D’Souza, Shreya Ghoshal, and Kirti Kulhari — women who embody individuality, grace, and conscious living. Our core joy comes from designing for women who live multi-faceted lives and appreciate quiet luxury, far beyond the limelight,” said Pragya.

Slow fashion is a response to the fast-paced clothing industry. Brands like Unrush, through intentional design and a commitment to sustainability, are leading the way in redefining fashion.