Simmi Saboo Returns Heart and Soul to Contemporary Indian wear in an Era of Fast Fashion
Mumbai (Maharashtra) [India], January 10: In today’s fashion world, fast trends and mass produced designs are everywhere. Many consumers are now looking for clothing that feels personal and meaningful. Designer Simmi Saboo believes everyone has a hidden side that seeks self expression. Through her label, 17:17, she brings this belief to life by treating every [...]
Mumbai (Maharashtra) [India], January 10: In today’s fashion world, fast trends and mass produced designs are everywhere. Many consumers are now looking for clothing that feels personal and meaningful. Designer Simmi Saboo believes everyone has a hidden side that seeks self expression. Through her label, 17:17, she brings this belief to life by treating every garment as a canvas. The brand blends Indian heritage with modern design, creating pieces that feel soulful and relevant to contemporary life.
Founded in 2016, 17:17 by Simmi Saboo is a contemporary Indianwear label shaped by over 20 years of design experience. Known for her expertise in graphics and digital prints, Simmi Saboo brings a distinct visual identity to the brand. She describes this approach as amiable elegance. The label is rooted in comfort dressing, sustainability, and inclusivity. Each made to order design is created to celebrate body diversity and offer a flattering fit. The brand has a strong retail presence with stores in Surat, Mumbai, and Jaipur. It serves luxury consumers across Gujarat, Maharashtra, and Rajasthan. The label also continues to grow its digital presence through its official website and leading fashion platforms.
“17:17 was created for people who want to feel relevant without losing themselves to trends,” says Simmi Saboo. “Style today moves fast, but it should still feel personal and comfortable. Through contemporary silhouettes and thoughtful design, we help people stay updated while wearing something that feels true to them.”
