“hum kucch nahi bolte hai, hum kehete hai ‘Gaba Pero’, matlab kapda pehno”

PERO
A N E E T H A ROR A
AISHWARYA KASLIWAL
ANEETH ARORA
 Aneeth Arora is one of India’s most respected young
designers and the creative mastermind behind the
internationally stocked label Pero.
 Arora studied at India’s National Institute of Fashion
Technology and completed her masters at the National
Institute of Design, where she explored her passion for
textile design and developed traditional methods of
dyeing, weaving and embroidering that she continues to
use in her work today.
 Arora was the winner of the British Fashion Council’s Young
Fashion Entrepreneur Award 2011.
 In October 2018, in a bid to promote sustainability, her
Pero collection opened Lotus Make-Up India Fashion
Week. Arora was also awarded India's Ministry Of
Textiles' Threads Of Excellence Award.
BRAND PHILOSOPHY
 The philosophy of the brand is to make something wearing which the wearer stands
out in the crowd but also fits in and thus feels special in what they’re wearing.
 Hence, Pero tries to make simple textiles become special for people.

 “From day 1 the philosophy of the brand was to make something where you stand out
in the crowd but you dwell in and yet feel special in what you’re wearing and through
these small details we tried to make that simple textile become special for people.”
ESTABLISHMENT AND GROWTH
 Pero was established in 2009. Initially, it was a small-scale brand that focused on
only winter clothing, and catered only to cold countries.
 Since then, it has grown, and at any given point is in about 200-250 shops, across
30-35 countries.
 At any given point, there are about 600-800 weavers, weaving for the brand. They
are stationed in Delhi, and outsourced from there too.
CLIENTELE AND SUB-DIVISIONS
 The Pero clientele is referred to as #PeopleOfPero. These are people who are
sensitive to what they’re wearing, not in terms of brand names, but in terms of what
attracts them to the piece of clothing they’re wearing, from within. They’re attracted
to a garment because it seems special.
 Pero caters to people who look for hidden details in their clothing, something that
makes them stand out, but subtly.
 Sub-divisions within the brand include –
 Chota Pero – Kid’s and children specific.
 Upcycled Pero – Upcycle and customize pieces of clothing (Denim jackets).
 Mens Pero – Male specific.
 Pero Home – Bath, Linen, and Drugs.
 Recycle Pero – Recycled articles.
USP
 Handmade fabrics, wherein the star of the garment is the fabric itself, with all its
irregularities, rather than the embellishments added for aesthetics.
 Crucial details like only handstitched buttons. These miniscule details allow the simple textile
to become special for people.
 Since handwoven and loomed textiles have irregularities, due to the yarn not being spun
properly, a concept called “Mended with Love” was initiated. A small heart was placed near
the irregularity, so that when people did come across the irregularity they accepted it with
love.
 Ladybug Spotting was a similar concept, where small ladybugs were embroidered on
defects, and sometimes multiple ladybugs happened to be on the same garment. This not only
turned into a game of sorts, where the wearer was surprised to discover a new aspect of their
clothing every time they wore it, and tried to sport the lady bug, but it also became a unique
feature that managed to add a little something more to another wise regular garment.
COLLABORATION : PERO X ALL THINGS CHOCOLATE
 The autumn/winter '16 collection was inspired by the popular children's book character Pippi
Longstocking, and was all about reliving school days. The designer has even worked with
checks, the popular choice of print for uniforms. Arora was drawn to poppies and added
almost-botanical illustrations of the flower on the garments.
 Artisanal chocolate brand All Things Chocolate, known for its unique flavours had
approached Aneeth Arora to work in collaboration her label, and the designer found herself
connecting the dots between her season's inspiration and the coveted snack for kids (and
adults). Their shared philosophy of handcrafting brought the two brands together.
 Péro's flavour, ‘All Things Checkered', is a rich Belgian dark chocolate grid with a lemon
marmalade and poppy seed centre. The lemon in the bars is reminiscent of old school flavours
of popsicles and pickles. What's more, the chocolate bar comes in a hand-stitched Péro
checkered sleeve, which can be repurposed to hold secret notes and memorabilia.
COLLABORATION : PERO X ADIDAS
 As the concept of upcycling keeps evolving at the Péro studio, she’s even started collaborating with
brands like Adidas, recently upcycling the iconic Stan Smiths with crochet flowers made by Afghani
refugees, for her spring/summer 2017 collection. Taking fashion classics to the next level, Péro has begun
to play storyteller as it stitches into the vintage a bit of itself.
THANKYOU AISHWARYA