Noorie Sadarangani recently opened a boutique, Obataimu, whose name means “overtime” in Japanese. The concept is all about embracing a slower process of production by connecting production to consumption—bringing the open-kitchen experience to the world of fashion.
With a live tailoring workshop in the store, Noorie and her assistant designer, Nongo, are putting an interesting spin on retail in Bombay. The multifunctional store is in Kala Ghoda—the old part of the city—and feels unique and refreshing. It takes them a week to produce your order, and I can’t wait for my super-soft clothes to arrive tomorrow, just in time for my upcoming trip to Bali.
For more information, visit http://www.obataimu.com/.
Photos: Courtesy of Saloni Lodha