Pratyush Kumar founded Pieux with the goal of upcycling discarded fabrics and transforming them into something edgy. As a responsible global citizen, he is committed to giving back to the environment and embracing the challenge of circular design. The name Pieux, a French word meaning ‘pious’, reflects the brand’s mission to honor the purity of fabrics and the Earth itself.
We spoke with Pratyush about his journey into fashion, his commitment to sustainability, and the creative process behind his work.
Pratyush Kumar
FASHION AS A CAREER
I was always good at fine arts during my school years, but fashion wasn’t initially on my radar. I was more inclined towards becoming a heart surgeon, and I studied biology in 11th and 12th. But during my board exams, I had a realization: I didn’t want to spend another 10 to 12 years focusing on studies and practicing.
Around that time, my brother, who was studying fashion technology, encouraged me to consider fashion as a career. He introduced me to the idea of pursuing it, and after some thought, I realized it could be a better fit for me than pursuing fine arts. So, that’s how my journey in fashion started—back in 2007.
JOURNEY TO PIEUX
Starting Pieux was something I had always wanted to do. Of course, I didn’t know what the brand would look like back then, but I knew it had to be centered around circularity and sustainability. Before Pieux, I had another label under my name, which focused on kidswear. While working on that, I thought that I should launch a collection within the kidswear line that would focus on using sustainable, organic, and recycled materials.
But as I started thinking about it more, I realized that if I had one category using planet-friendly materials, while the rest wasn’t aligned with those values, I wasn’t really applying the full concept of circularity. So, during Diwali 2019, I made the decision to shut that down and focus entirely on my sustainable brand.
It was a quick decision, and luckily, I had saved some money to invest in my new venture. I spent time brainstorming the brand name, how to approach it, and understanding the sustainable market in India. I knew I had to play it safe when launching my first collection. Even in terms of colors, I went for very neutral shades—off-white and white—keeping things basic.
Then, COVID happened. We were all set for a photo shoot and had started posting on Instagram, but everything came to a halt. We had to put the brand on hold until October 2021. Finally, in January 2022, we were able to launch the first Pieux collection.
INCORPORATING ART
Our last collection was inspired by a mix of artists and my own childhood artwork. We created 8 to 10 pieces based on my artwork, and also took inspiration from artists likeMonet. We used their style and elements to create our own prints and translated them into fashion pieces.
For the collection inspired by S.H. Raza, we used block printing as a technique to reflect his geometrical style. We worked with a group specialized in traditional block printing to ensure the prints aligned with his aesthetic.
CREATIVE PROCESS
For us, the first step is always to focus on the materials before even thinking about silhouettes or designs. We start by sourcing materials, which could be from local markets, small manufacturers, or even production leftovers. We sort everything based on colors and the types of materials available.
Once we know what we have to work with, I look for inspiration. My inspirations usually come from science-related themes. For example, in the past, we’ve drawn inspiration from bird-eye views of cities, which we translated into prints and hand embroidery. Another season was inspired by constellations, while our most recent inspiration was the canvas, as I love painting.
Once the materials and inspiration are in place, we explore silhouettes and decide on the techniques we want to incorporate. Once the materials and inspiration are in place, we explore silhouettes and decide on the techniques we want to incorporate. For instance, we created our own textile called ‘Skartex’ by using discarded carpet yarn. Additionally, we receive donations of discarded shirts, which we reuse to create new products. Recently, we received a damaged paraglider wing and parachute, which we upcycled into a blazer and a band. These are the types of materials we love to explore and experiment with.
Words Paridhi Badgotri
Date 11.03.2025