Shift presents a range of sophisticated lifestyle products that are instilled with a sense of modernity to create novel expressions. Classic design is expertly blended with offbeat detailing and sustainable fabrics. The brand’s rationale comes from a social and cultural perspective on environment, passion for conservation, a common sense approach to sustainability, and a belief in business that employs a range of organic, fair trade, and natural fibres along with artisanal handloom textiles in both organic and conventional cotton and silk. Each piece is created using a range of sustainable materials, end of line fabrics and conscious pattern cutting to minimize factory waste.
An alumnus of London College of Fashion, Nimish Shah launched Shift in 2011. Bagging a scholarship from PAN UK for exploring use of organic cotton and winning the “Fashioning the Future” award for materials innovation at The Centre for Sustainable Fashion summit in London, Shah’s passion for viable design is evident in his products.
His stints of work experience at fashion houses like Chloe and Burberry, and retailers like Browns and Jigsaw continue to inform and influence his work. Shah admits to a penchant for cool vintage that has become the house signature. He works from Mumbai, and champions an innovative approach to creating sustainable products and services.