BRAND SUMMARY

Not Applicable is a homegrown sustainable fashion brand with a motive of embracing every woman’s natural beauty. Inspired by the quote “ Women know deep down that it is what on the outside that the whole world judges”, Not Applicable hopes to bring a social change in the fashion industry by building the self-confidence of every woman conscious of her body and skin.

Understanding a woman’s insecurities and the societal pressure she faces due to the high beauty standards set by the fashion and beauty industry.

The brand connects itself to the functions of indigo medicine of healing skin allergies and detoxifying skin promising a positive attitude healing every woman and helping her embrace her natural self.

BRAND POSITIONING

Our brand does not want to produce garments that people throw away the minute it goes out of trend, hence we are looking at a more timeless style to last through seasons. Since it is a new brand, our product ranges will be less than the others.

VALUE PROPOSITION

Not Applicable is a sophisticated modest fashion brand which focuses less on the body image and more on the wearer's comfort and functionality of the garment, creating relaxed elastic fit and drawstring, good quality material garments to adapt to multiple sizes of women.

The Brand promises every woman comfort, confidence and long-lasting products at reasonable prices.