Best of Weekender: A leisurewear brand favoured by celebrities and a pop singer who sings fluently in Punjabi, Kannada

This week, YSWeekender also brought to you stories about a Kerala-based brand making premium quality mattresses and pillows, and how Chef Sanjyot Keer creates delicious recipes.
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When it comes to dressing up, many people used to prefer wearing clothes that were stylish rather than comfortable. However, that is now changing. With people staying indoors due to COVID-19, the definition of dressing up has changed in 2021, where comfort with a side of style reign supreme. This has led many brands to adapt to newer expectations.

One of these brands is handcrafted leisurewear brand The Boozy Button. The Delhi-based brand was launched by Apoorv Jain and Ananya Jain in July 2020 amid the pandemic. Since then, it has grown immensely by designing clothes people want to wear.

Numerous celebrities, including Alia Bhatt, Aditi Rao Hydari, Dia Mirza, Kareena Kapoor Khan, Malaika Arora Khan, Soha Ali Khan, and Tanya Maniktala among a host of others, have been spotted in The Boozy Button designs.

The brand began with traditional trousseau wear that included embellished ensembles and accessories including juttis and jewellery. However, the first lockdown was instrumental in changing its vision, so it shifted to creating luxury loungewear that could be worn in different ways.

Pallavi Ishupuniyani

Mumbai-based singer Pallavi Ishpuniyani believe that songs transcend the boundaries of language, speaking through emotions instead. She has released two vastly different romantic numbers in the last two months — ‘Tere Wangu’ in Punjabi released in August and ‘Kaleyutiruve’ in Kannada in the last week of September.

When she heard ‘Tere Wangu’, an original Punjabi love song, translating literally to ‘Like You’, she was immediately drawn to the lyrics, realising that they captured a universally relatable feeling. Her latest song is the Kannada Single ‘Kaleyutiruve’ released on September 25.

Image source: Morning Owl

With people remaining indoors over the past year and a half, many have realised the value of comfort. This is why Morning Owl, a natural latex mattress brand, has seen tremendous growth since its launch in 2019.

Founded by Gaurav Raj, the company is based out of Kottayam in Kerala. At present, the company has its marketing office in Bengaluru and delivers its products pan-India through ecommerce and its website.

Chef Sanjyot Keer

Chef Sanjyot Keer hosts a social media channel called Your Food Lab. His varied range of fresh combinations makes his creation unique, interesting, and delicious.

A hotel management and hospitality graduate, Sanjyot always knew he wanted to be a chef. He got his big break as a food producer for MasterChef India Season 4, where he was introduced to the world of food content production and digitalisation of food.


YourStory’s flagship startup-tech and leadership conference will return virtually for its 13th edition on October 25-30, 2021. Sign up for updates on TechSparks or to express your interest in partnerships and speaker opportunities here.

For more on TechSparks 2021, click here.