Handcrafted. Sustainable. Timeless.

Celebrating India’s heritage through handcrafted, small-batch designs. Ethically made, effortlessly timeless, and rich in colour and craftsmanship.

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Rooh | Soul. Spirit.

Rooh means “soul” or “spirit” in Hindi. It embodies everything we create - a connection to India’s vibrant heritage, the beauty of slow fashion, and the artistry of handcrafted traditions.

Founded in London and inspired by our founder Smriti’s roots in New Delhi, Rooh celebrates timeless craftsmanship through small-batch, artisan-made collections. Each piece is handcrafted thoughtfully designed, and created with care - bringing vivid colours, striking patterns, and effortless elegance into your everyday.

By choosing Rooh, you’re not just adding something beautiful to your home and wardrobe - you’re supporting sustainable livelihoods and preserving India’s extraordinary textile traditions.

Welcome to Rooh - where heritage meets contemporary style, and every piece tells a story.

Our Story

The Magic of Block Printing

Block printing is a magical art form that encompasses sustainability, slow fashion, and generations of artisan expertise. Dating back 500 years, this ancient technique involves carving intricate designs onto wooden blocks, which are then dipped in eco-friendly dyes and pressed onto fabric. The process is remarkably sustainable, employing natural materials and reducing the carbon footprint of fast fashion. Each piece is lovingly handcrafted by skilled artisans, preserving traditional knowledge passed down through generations. The result is unique, timeless clothing and home furnishings that celebrate the beauty of imperfections and foster a deeper connection to our clothing and the planet.

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