Why BLUMISO Exists: Solving India’s Linen Wear Problem

In a country where summer stretches for more than half the year, you’d think breathable, high-quality clothing would be easy to find. Yet most Indian consumers — especially those looking for stylish and minimal everyday wear — are forced to choose between fast fashion compromises or overpriced international labels. That’s exactly the problem BLUMISO set out to solve. The idea for BLUMISO came when Prateek Lavti, a 21-year-old entrepreneur and fashion enthusiast, struggled to find a decent pair of linen pants. They were either made from cheap blends, uncomfortable, or simply not worth the price. The frustration was real — and as it turns out, widely shared. Prateek realized this wasn’t a one-off issue. India had no shortage of demand for pure linen basics, but the supply was either too niche or too luxury-priced. That gap became the opportunity. He teamed up with Tanmay Dak, an experienced player in the clothing business, and soon after, Abhijay and Kshiitij joined the team. The four friends didn’t just want to start a clothing brand — they wanted to redefine the standard for everyday essentials in India. Thus, BLUMISO was born — a unisex clothing brand dedicated to 100% pure linen shirts and pants that balance style, comfort, and minimalism. What makes BLUMISO different? First, it’s not trying to chase trends. The brand is built around timelessness — a clean, minimalist aesthetic influenced by old money elegance and a “less but better” philosophy. It’s about owning fewer pieces that do more — versatile, seasonless staples that can be worn anywhere, by anyone. Second, it’s not just for Gen Z. BLUMISO’s audience is wide — from college students to working professionals, from creators to minimalists. If you value comfort and quiet style, this brand is for you. And lastly, BLUMISO puts fabric first. Their products use only 100% pure linen — no blends, no fakes, no shortcuts. Linen isn’t just comfortable; it’s also sustainable, durable, and gets softer with every wash. For a climate like India’s, it’s the perfect choice. At its core, BLUMISO isn’t just solving a wardrobe problem — it’s rethinking how we approach daily fashion. It’s proof that you don’t need to be loud to stand out.

Prateek

Jul 30, 2025 - 15:50

Why BLUMISO Exists: Solving India’s Linen Wear Problem

In a country where summer stretches for more than half the year, you’d think breathable, high-quality clothing would be easy to find. Yet most Indian consumers — especially those looking for stylish and minimal everyday wear — are forced to choose between fast fashion compromises or overpriced international labels.

That’s exactly the problem BLUMISO set out to solve.

The idea for BLUMISO came when Prateek Lavti, a 21-year-old entrepreneur and fashion enthusiast, struggled to find a decent pair of linen pants. They were either made from cheap blends, uncomfortable, or simply not worth the price. The frustration was real — and as it turns out, widely shared.

Prateek realized this wasn’t a one-off issue. India had no shortage of demand for pure linen basics, but the supply was either too niche or too luxury-priced. That gap became the opportunity. He teamed up with Tanmay Dak, an experienced player in the clothing business, and soon after, Abhijay and Kshiitij joined the team. The four friends didn’t just want to start a clothing brand — they wanted to redefine the standard for everyday essentials in India.

Thus, BLUMISO was born — a unisex clothing brand dedicated to 100% pure linen shirts and pants that balance style, comfort, and minimalism.

What makes BLUMISO different?
First, it’s not trying to chase trends. The brand is built around timelessness — a clean, minimalist aesthetic influenced by old money elegance and a “less but better” philosophy. It’s about owning fewer pieces that do more — versatile, seasonless staples that can be worn anywhere, by anyone.

Second, it’s not just for Gen Z. BLUMISO’s audience is wide — from college students to working professionals, from creators to minimalists. If you value comfort and quiet style, this brand is for you.

And lastly, BLUMISO puts fabric first. Their products use only 100% pure linen — no blends, no fakes, no shortcuts. Linen isn’t just comfortable; it’s also sustainable, durable, and gets softer with every wash. For a climate like India’s, it’s the perfect choice.

At its core, BLUMISO isn’t just solving a wardrobe problem — it’s rethinking how we approach daily fashion. It’s proof that you don’t need to be loud to stand out.