When we started out with building Tailor & Circus, our vision was absolute. There was no room for compromise when it came to putting India on the global fashion map. No margin for error when it came to building an Indian brand that could be aspirational internationally. But it took us several years to recognise that this could not be an isolated endeavour. That our commitment to comfort could only be validated by you experiencing our softness, our focus on representation could only be embodied you becoming the face of our campaigns and that our adhesion to sustainable values could only be actualised by you participating in our closed loop recycling efforts.

To that end, we needed an identity that reflected this partnership. Something to represent the equality we sought to establish. Something that could marry our eye for craftsmanship with our goal to reinvent and modernise underwear as a whole. And so, we decided that inspite of the years spent building our name, we would have to reinvent ourselves first. We knew it would go against every rule in brand building, that it could derail all our efforts over the last 5 years. Still, there could be no escaping the fact that progress could not come without change. And us, could not be without you.

At the very heart of our existence, is an unwavering commitment to keeping it real. It sounds a little cheesy, we know. And this attempt to constantly embody values that uplift us as a people could only be truly successful if our logo was designed to always have a piece of you in it. The blank space, the dash is a symbol as much as it is a canvas. It means that whatever you bring to the table, as you are, is already a perfect fit. But it also means, that without your uniqueness we would always be incomplete.

This evolution is not just aesthetics. We have taken under full review, all your feedback over the years on each of our products. Our durability is now better than ever, our waistbands have been modified to withstand frequent wearing and our patterns have been revised to offer enhanced support. But the most significant of these changes can be seen in our brand new sizing. All our products have now been standardized and on par with sizes from all major brands making it extremely easy for you to switch to pure softness and true comfort.

We needed a whole new palette too. Something that was rooted in primary colours, but ephemeral in its pastel outlook. Something that could encapsulate our growth, and something that could capture our vigour. Nature, fertility and underwear. But also something that reminded us not to take ourselves too seriously.

Once we knew what we wanted to be, now it was about figuring out where we wanted to be. Our spanking new waistband is a level up in every aspect of quality. But beyond that, it is a new platform to showcase our love story. To allow your body to become the missing piece. An infinite glaze, immediately filled when you wear it. A safe space that you could take all of. A band that could bind us, and allow us to tell your story.

While we were largely sustainable from the get go, we needed to close small details that required research and study. We are proud to now have 100% Plastic-free, and fully sustainable packaging starting with our shipping bags, to the quality of the dye on the stickers inside. The planet isn't something to love halfway. We are going all the way through.

So finally, we needed a new home. One that was comfortable and inviting. Where we would show you what we are building and you could tell us what you are seeking. A little roof to bring it all together. Our new website has been designed to be clinically seamless. We wanted to give you a shopping experience that truly made it lightning fast to replenish your basics wardrobe.

Welcome to you &CIRCUS.