Born and raised in different parts of India, Smita Mahajan the founder and designer is now based in Amsterdam.

Since graduating from the prestigious National Institute of Fashion & Technology (NIFT) in 2001, she has lent her expertise to apparel organizations based in Asia and Europe.

A longtime patron of sustainability in apparel, Smita wanted to launch her own label that focuses on creating a greener fashion brand by designing sustainable processes. A young working mother of 4-year-old kid, herself, Smita strives to create clothing for infants that is playful, practical as well as sustainable. Born out of love for design, the clothing aims to put a smile on the face through sheer storytelling.