The East Story
Established in 1994, East is a British brand with a deep-rooted connection to India's rich history and artisanal traditions. We create timeless pieces designed to be treasured and handed down as heirlooms against a backdrop of overconsumption and waste. Each garment is crafted to tell a story - one of artistry and culture.
In 2018, Peter Simon, founder of Monsoon, acquired East with a vision to preserve its dedication to craft and heritage. Relaunched in 2019, East remains true to its origins while embracing fresh ideas that drive the brand forward.
Our Inspiration
Our collections are inspired by the vibrant spirit of India, brought to life through modern and feminine silhouettes, using unique prints with confident colour palettes.
The brand blends traditional craftmanship with contemporary designs, often incorporating intricate embroidery, beadwork and hand block printing in to our pieces. By sustaining these techniques, we ensure their relevance in today's world while supporting the skilled craftspeople who keep these traditions alive.
East is more than just a clothing brand; it's a celebration of creativity, energy, and spirit. We are passionate about textiles, colour, and attention to detail.
About you
Our customer desires a connection with the product she buys, a beautiful narrative woven into the fabric of each piece. By wearing East, she becomes part of a meaningful journey, supporting and sustaining the makers who shape our collections.
We are proud to create garments that are more than fashion - they are stories to be cherished, passed down, and loved forever.