Across clothes from PRKHR, patterns play an important role. Some looks rely on bold florals or abstract marks, while others use checks or repeating motifs that come across as playful without feeling boisterous. Silhouettes remain easy and unrestricted: wide trousers, soft shirts, oversized jackets, and fluid layers speak to the idea of clothes intended to be lived in, rather than worn for mere effect. Even in pieces of more structured outerwear, there is almost a feeling of lightness that aligns the garments with one’s everyday movements.
Following two contrasting experiences of working with Suket Dhir and Abhishek Patni, Prakhar Chauhan, the brain behind PRKHR, decided to marry his lessons from both. This led to the creation of his brand which focuses on making bright and colourful prints and clothes, initially made for a younger target market, but now expanded to cater to a much wider audience. The term that he likes to use is ‘achievable edgy’ making fashion accessible to people who want to experiment without stepping too far out of their comfort zone. More from him below.
Design Process
My general design process is actually quite straightforward. I always start with a broader theme or idea and then dedicate time to developing a compelling story around it. This is followed by the hands-on part: developing the motifs for the prints, usually through hand-drawing or painting. I then take these motifs into Photoshop to play around and figure out the final, cohesive look for the print. Once I’m happy, I get samples printed on various fabrics. This crucial step allows me to decide on the appropriate fabric and print combination. The chosen combo then dictates the development of a silhouette, one that truly does justice to the artwork. Essentially, it is a very print-focused approach to design. And honestly, developing the prints is the most fun part. It's something I still personally do most of the time.
‘Achievable Edgy’
To me, achievable edgy basically means offering something aspirational. Something the wearer hasn't necessarily tried before, but is still not so far removed that it’s outside of their comfort zone. My core idea is to create clothes that gently require a certain sense of experimentation from people. The hope is that this might lead them to discover a new affinity, perhaps for newer colours or palettes they might not have considered trying previously.
The Importance of Lightness
While the majority of our brand identity is built upon bright colours and vibrant imagery, we deliberately choose to work with comfortable natural fabrics like cotton, silk, merino wool, and linen to provide a nice contrast. This is essential because we want our clothes to feel light and not like a burden to wear over long periods of time. Additionally, using these natural materials means the garments actually get better with age, which is a nice characteristic all these fabrics share.
Easy Living
The term 'Easy Living' is something I came up with almost three years ago while working on a T-shirt design, and it really resonated with me; it just stuck. For me, and for the work I'm trying to put out, it signifies a life with no frills or unnecessary burdens. In essence, it means living a life where you try not to stress about the non-essential complexities that inevitably come your way, as difficult as that might be sometimes.
The Future
Right now, I'm busy working on our SS26 and AW26 collections simultaneously. We are trying to plan our seasonal collections much further in advance than the actual launch date. In addition to the collections, I've also been actively participating in design competitions and have had great success, reaching the finals in three of them back-to-back. The preparation for the jury of the third final, which is happening in just a week, is certainly taking up a significant amount of time. Beyond our own brand work, we've also started a new venture: helping other brands and designers with their production work, provided their ideology and values align with ours.
This is an article from our January EZ. For more such stories, read the EZ here.
Words Neeraja Srinivasan
Date 21.1.2026
