Select Staples is a brand inspired by the style of the founder - Khushi Narula herself. She wanted to build a brand offering elevated wardrobe basics that are simple yet elegant for the modern Indian woman.
The journey began with a realisation - Indian women were often caught between fast fashion trends that faded too quickly and premium international labels that felt inaccessible and out of touch.
To reduce this gap, they decided to create a brand for everyday clothing that felt both flattering and versatile - pieces that worked just as well for casual Fridays as they did for weekend brunches - without compromising on comfort, quality, or price.
Building the Brand - One Stitch at a Time
Building Select Staples was a mix of excitement and endless hustle. Like any homegrown fashion label, the initial days were packed with challenges. Sourcing the right fabrics, setting up an in-house manufacturing unit - each decision mattered. One of the biggest challenges was staying true to the brand’s vision of slow fashion while keeping products affordable. Balancing quality craftsmanship with accessible pricing wasn’t easy, but the team remained committed.
The Journey to Success
From a small online launch to seeing Select Staples worn by women across metro cities in India, the journey has been both rewarding and humbling. Early support from a loyal Instagram community helped build momentum. Positive customer feedback gave the team the motivation to keep refining and expanding the collections. Asking about the major milestones of the brand - Khushi reminisces, ‘It would be the launch of the Flow dress - which was a random idea and a mistake to be honest, but proved to be a huge success for our brand.
Our Current Chapter in Fashion
Today, Select Staples has carved a niche for itself in India’s growing slow fashion and essentials market. The brand is recognised for its minimalist yet flattering silhouettes that complement the modern Indian woman’s lifestyle and the premium feel of the fabric. Whether it’s sleek bodysuits, relaxed dresses, or versatile skirts, each piece reflects Select Staples’ philosophy - thoughtful design, made to be worn and loved for seasons to come.
With a growing online presence and a loyal base of repeat customers, Select Staples stands as a trusted destination for wardrobe basics that go beyond trends. The focus remains on quality, fit, and timelessness.
Timeless Lessons from Our Journey in Fashion
Running Select Staples has been one long, evolving masterclass in entrepreneurship. ‘Underpreparation, consistency, patience, and staying true to the brand ethos have been the biggest lessons we learnt throughout our journey,’ she says. ‘We never thought that the response would be so overwhelming; hence, we underestimated ourselves in the aspects of the production process and quality.’ Select Staples continues to persevere and move ahead despite all the challenges, thanks to the loyal customer base that the brand has created through the years.
What’s Next For Select Staples
The team at Select Staples is excited about what’s coming next. New launches are on the horizon - introducing the talk of Spring Summer 25’ - the AIRR Collection, featuring summer shirts with cool design patterns, smart waistcoats, and dresses with pretty spring colours, as well as a premium denim collection. There’s also a focus on growing the colour palette with shades never seen before, and last but not the least - seasonal drops like the Autumn and Winter Loungewear that will stay true to the brand’s core aesthetic.
Priorities are also fixed in moving the manufacturing unit to a much bigger space, increasing the overall production process to keep up with the rising orders.
Watch this space for new launches, collaborations, and more reasons to fall in love with your everyday wardrobe all over again.