A departure from trend-driven menswear, ITOH showcases a blend of Indian weaves and Japanese design aesthetics, brought to life through impeccable tailoring. The result is silhouettes that feel relevant now and for times ahead. In Amit Babbar’s world, the subtleties of each thread are as vital as the finished garment - a philosophy reflected in the brand’s collections, which often feature loose, structured shirts, tailored trousers, and suit sets.

Locally sourced and handwoven, handspun, and hand-finished across India, ITOH’s fabrics capture a quality and texture that modern mills simply can't replicate. Crafted from fine fabrics such as cotton, mulmul, silk, linen, and washed wool—each woven just for the brand—every piece undergoes washing and finishing techniques to achieve distinctive textures, whether it’s a crushed effect for summer suits or a distressed finish for casual wear.

Amit brings with him an extensive background in the garment industry, including collaborations with renowned Japanese labels like Maison de Soil, Tsumori Chisato, Mando, and ne Quittez pas. After 15 years of experience, he sought to channel his passion for garment construction into a brand that blends both Indian and Japanese cultures seamlessly. This vision led to the inception of the brand, which debuted its first collection at Sanjay Garg’s Raw Mango store in 2018. Since then, ITOH has launched 14 capsule collections, or ‘Lots,’ as Amit likes to call them. Each collection pushes the boundaries of Indian textiles, not just through design but through constantly re-imagining traditional weaving techniques.