Desi brand Roology launches on Amrika London

South Asian designer Arushi Roopchandani’s womenswear brand Roology has expanded its global distribution network and launched with multi-brand desi fashion retailer Amrika London to reach more shoppers across the UK.

“Roology has launched on Amrika London,” announced the brand in a press release. “The exclusive platform redefining luxury through sustainability and curation, has welcomed the visionary brand by South-Asian designer, Arushi Roopchandani, just in time for Christmas. Roology defies convention with daring, hand-dyed pieces that celebrate individuality and craftsmanship. Each creation is meticulously crafted, offering both innovation and comfort, designed for those who express themselves through bold and unique fashion.”
 
Roology has a bold, fusion style aesthetic which mixes body-con silhouettes with bright hues and abstract prints. The brand’s signatures include saree-inspired drapes and fluid swirls.
 
Raised in India, Roology’s founder Arushi Roopchandani has extensive experience as a stylist and uses her brand to address her perceived hole in the market for traditional patterns, according to the brand’s website. Roology also works with a team of artisans to create its womenswear.  
 
Amrika London is a multi-brand womenswear boutique which specialises in bringing South Asian designers and brands to the UK’s premium shoppers. The business’ store is located in the British capital’s N12 postcode its e-commerce store houses apparel, accessories, and jewellery labels including Anand Kabra, Misho, Itrh, Sva, Ridhi Mehra, and Payal Singal among others.