“I have always felt as a country we lack the correct business structure for a creative stream like fashion” - Amit Aggarwal, Morphe

Morphe is a fashion label launched in collaboration with the Creative group's Vayu Designs India. Morphe and its creator Amit Aggarwal gained recognition following participation at trade fairs in London, Paris and Delhi, and retailing from stores across India, Europe the Middle East and soon to be launching in America. With Morphe, Amit aims to create garments that have a unique global vibe. Amit was also one of the finalists at the British Council’s Young Creative Entrepreneur Awards for 2010 in the Fashion category.To know more about the Young Fashion Entrepreneur Awards, click here. To follow the Young Creative Entrepreneur Awards on Facebook, check out http://www.facebook.com/YCEAwards.

In a conversation with Abhilasha Dafria for YourStory.in, Amit tells us more about his journey in fashion industry so far.

Amit, tell us about your background.

I studied at the NIFT and graduated as a design student. I worked with Tarun Tahiliani and Creative Impex, which is a high fashion garment design cell, before I partnered with them to start my venture - Morphe.

What led to the creation of Morphe?

There was always a feeling bubbling inside me to do something I completely believed in; where I didn't have to compromise on my aesthetics. The only way was to start my own venture.

What were the challenges you faced while starting up Morphe?

Getting the right work force that understands the aesthetics was my biggest challenge. Training them to raise their existing level was something that needed a lot of effort.

When was Morphe started? What is the size of your workforce?

I started with a team of four people including me in the year 2008. Today, we are close to a team of 120 staff workmen which includes permanent staff and job workers that we employ in our factory. We will be soon shifting our studio to Hauz Khas village.

How did you raise the initial capital to startup?

The tie-up with Creative Impex gave a lot of impetus. But, we wish to grow further and any collaboration or funding which paves way towards it shall be much helpful.What is your fashion label’s USP? And, what according to you are the sector specific challenges?

Our philosophy, its malleable and tends to lend itself in multiple areas of design allowing collaborations at higher level. Creating collections that stay true to the brand image and are yet upgraded every season can be a challenging task in this industry.

How do you plan to expand Morphe?

By managing the brand better and adding the correct business acumen to a aesthetic that the modern consumer accepts. I would like to head towards this approach to make this brand bigger. I have always felt as a country we lack the correct business structure for a creative stream like fashion. Besides the correct aesthetic, a correct business model can reap much larger benefits and help it grow by leaps and bound.

Share with us your experience at YCE.

YCE helped me think about the meaning or the reason behind Morphe as much, there were sessions between me and a close friend for days and hours, it was like solving a riddle that we have started.

Do check out Amit’s label here http://morphe.in/ and let us know your thoughts by writing to us at [email protected]