Founded in 2020, Yam is a millennial-fuelled brand run by Priya Mittal. Cultivating a modern fashion ecosystem, their print-centric silhouettes give a nuanced facelift to the rather redundant norms of sustainable clothing. They are fun, timeless, and for the modern global women of India and beyond. What’s more? The collections don't stick to the stringent retail calendar. Enveloped in an alleviating color palette, Yam is redefining traditional apparel to elevate as modern-day wear - think kurta sets that can double as a contemporary co-ord set, saree blouses that make for chic shirts too, or lehengas that can disguise as a summer soiree skirt. Contrary to their existing bulky or streamlined appeal, Yam’s take on traditional outfits can easily tackle the pressure of donning something that is breezy, versatile, and at the same time, classy.

A galore of eclectic prints appear on every outfit - a creation of Yam’s own and proudly titled #yamprint. They are often interpreted in new and contemporary artworks borrowed from India’s traditional surface techniques. A range of modern and breezy wear kurta sets, dupattas, and scarves take inspiration from Indian paintings as well, while several other outfits are interpreted as prints from Indian embroideries. Yam’s homeware collection is an added bonus. There are hand-designed table runners crafted in cotton canvas, coasters and plates made out of acacia wood and many more. Thoughtfully designed, they make a statement while you are hosting guests or garnishing a sumptuous platter.