Have an account? Log in to check out faster.
At Yugen, we believe the clothes we wear most deserve the greatest care. Inspired by India's handcrafted textiles and designed for contemporary living, every piece combines natural fabrics, timeless craftsmanship and effortless silhouettes - created not for occasions, but for everyday life.
Pieces designed to repeat, combine, and age quietly.
HANERI
For Women
The everyday shirt: familiar, dependable, and easy to return to.
Patterns with Purpose
Every Yugen print is thoughtfully designed to express a distinct mood and personality.
Drift Light
Soft movements meets gentle illumination. Drift Light captures the feeling of light gliding across fabric, like morning air or distant glow at the sea.
At Yugen, we carefully consider our materials and work with our production partners to reduce waste, minimize natural resource use, and remove harmful chemicals and plastics.
Soft, breathable fabric designed for everyday comfort
Traditional craft, interpreted through contemporary silhouettes
Natural colors inspired by generations of dyeing knowledge
Made for years of wear, not seasons of trend
Color should return to the earth gently.
In Barmer, where every resource matters, we work with natural dyes inspired by generations of craft. Unlike conventional synthetic dyes that can leave lasting impact on soil and water systems, our colors are chosen to live closer to nature's cycle. Made to fade, age, and return more responsibly.
Testimonials
"It's rare to find clothing that feels both contemporary and deeply rooted. YŪGEN somehow manages both. Every time I wear it, someone asks about it—not because it's loud, but because it has presence."
Shilpa, Hyderabad
"The silhouettes are what drew me in, but the story kept me. Knowing each piece carries a tradition forward makes wearing it feel far more meaningful than simply buying another outfit."
Deveika, Calcutta
"There's a quiet confidence to YŪGEN. Nothing feels forced or overdesigned. The clothes simply let you be yourself."
Anoora, Delhi
"I've always loved Indian crafts but struggled to find pieces that fit seamlessly into my everyday wardrobe. YŪGEN feels like that missing bridge."
Swati, Delhi
"You can tell these pieces weren't designed around trends. Months later, I still reach for them as often as the day they arrived."
Rohan, Mumbai
"Most brands tell you they're sustainable. YŪGEN simply shows you why every decision matters. That honesty is what won me over."
Kavya, Jaipur
"People often ask where I bought it, but what they usually notice first is how different it feels. It's understated, yet somehow unforgettable."
Arjun, Delhi
