HOW WHEN WEAR: A Fashion Brand That Knows HOW and WHEN to Make You Look Your Best!

The Business Press
3 min readMay 31, 2023

When it comes to women’s ready-to-wear fashion, the market is saturated with numerous brands. While the abundance of options can be overwhelming, it is unfortunate that some brands prioritize fashion over quality. However, a brand that possesses founders with impeccable fashion sensibilities can cultivate and establish a popular fashion line. Devika and Krishna Anand, founders of the innovative and stylish fashion brand HOW WHEN WEAR, have successfully achieved this feat.

“We are a brand whose ethos is to create chic western wear for the modern, free spirited, confident woman who believes in matching both comfort and price.” Says Krishna.

The reason for the brand scaling the popularity charts is that the team strives to bring genuinely global fashion to the stylish Indian women. Working with a fashion studio based in Europe, the brand brings the hottest fashion trends directly to your wardrobe. Cool Maxi and Mini Dresses, Comfy Lounge Pants, Sweat Pants and Shorts, Glam Tops, Crop Tops and Snazzy Printed Shirts, Bold Asymmetric, Frilly, Lace tiered Skirts, Broderie Playsuits, Head Turning Jumpsuits, Show Stopping Blazer & Pants Co-Ord and even a Nightwear collection!

Casual or Extravagant, Subtle or Passionate, whatever your color palette, whatever your style, HOW WHEN WEAR has it just right.

“We are not a fast fashion brand. We are quality and price conscious and we are fine tuned into what our customers really want. Our collection is simply a reflection of our customers’ good taste in designer wear.” Says Devika.

Building on existing strengths to start off a successful venture…

HOW WHEN WEAR has the backing of the founders’ family business who are involved in the business of women garment exports. Both Krishna and Devika have toured UK, Europe and America to study how the fashion vertical is evolving. It was during this phase that they asked themselves how they could get global fashion trends to an Indian audience.

The answer to that was the label HOW WHEN WEEAR which is genuinely focused on bringing round the clock fashion wear that is trendy, quality, comfortable and priced just right!

An Indian fashion brand that is truly international! This is the essence of the brand HOW WHEN WEAR.

Making refreshing the wardrobe a really fun and stylish affair!

Having fulfilled more than 1000 orders, HOW WHEN WEAR is seeing an increase in the number of orders from new customers as well as repeat customers. Their products also retail on popular sites like Nykaa Fashion and Zammo Official too.

The brand has a plan in place, to grow smoothly in the ready to wear segment and transition from the tag of a start up to a well-established fashion label. It plans to connect with the uber cool woman and the GEN Z trend hopping girl, through participation in pop-ups, flea markets, and there are plans of even setting up a physical store.

“We intend to keep refreshing our collection and also building up a collaboration with fashion influencers to push the brand ahead. “Shared Devika.

Click here to experience a really fun way of refreshing your wardrobe.


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