Our Story

Sethu means “bridge” — between cultures, generations, and ways of making. Our slow-fashion menswear blends the laid-back silhouettes of contemporary Americana with the intricate, hand-done craft traditions of India. From handwoven textiles to natural dyes and block prints, every garment carries the touch of human hands. We believe in comfort, intention, and accessibility — designing clothes that feel as good as they look.

While much of modern Americana menswear leans West — channeling desert landscapes, denim, and cowboy lore - Sethu looks North-East, drawing from the quieter power of New England’s rugged terrain and understated utility, but reimagined through a textile-first philosophy rooted in South Asia. Where most brands begin with ready-made materials, Sethu begins at the loom. Every fabric is developed from the fiber up — handwoven in India using techniques honed over centuries.

Sethu bridges that ingenuity with modern American tailoring, introducing new tactile dimensions into the menswear lexicon. The result is a wardrobe that is quietly radical — refined but relaxed, functional yet artful, and rooted in a deep respect for material intelligence.

Sethu challenges the dominant narrative that Indian craft is only for the embellished or the exotic.

Here, it becomes the foundation of something entirely new.