AT ATUL, WE DON’T BEGIN WITH A SHIRT... WE BEGIN WITH A PROMISE: THAT WHAT YOU PUT ON YOUR BACK WILL FINALLY FEEL LIKE IT WAS MADE FOR YOU, NOT FOR THE MASSES. THE KIND OF PIECES YOU’VE BEEN DREAMING ABOUT WHILE READY-TO-WEAR BRANDS KEEP SERVING YOU THE SAME OLD, SAME OLD.

HOW DO WE DO IT? SIMPLE. OUR SISTER COMPANY, THE HINDUSTAANI CO., HAS BEEN QUIETLY MANUFACTURING SHIRTS, TROUSERS, AND SUITS FOR SOME OF THE FINEST TAILORS AND BRANDS IN PARIS AND ALL OVER EUROPE. YEAH, WE’VE BEEN THE HANDS BEHIND THEIR “MASTERPIECES.” THE CRAFTSMEN IN THE WINGS.

EACH PIECE FROM ATUL IS CUT BY HAND AND CRAFTED IN OUR OWN TRADITIONAL ATELIER IN INDIA... REAL HANDS, REAL TRADITIONAL CRAFT, NO FACTORY ILLUSIONS. THAT’S WHY WE CAN OFFER YOU SERIOUS QUALITY WITHOUT THAT “SERIOUS” PRICE TAG THAT MAKES YOU QUESTION YOUR LIFE CHOICES.

WE’VE SPENT YEARS WATCHING, LEARNING FROM, AND OCCASIONALLY DRINKING WITH THE CREATIVE DIRECTORS AND TAILORS OF EUROPE’S MOST BEAUTIFUL BRANDS... PICKING UP WHAT THEY TRULY KNOW, AND POLITELY STEPPING OVER WHAT THEY ONLY PRETEND TO. OUT OF THAT JOURNEY CAME OUR FIRST CREATIONS: THE BEAUTIFUL 10 CM HIDDEN BUTTON-DOWN COLLARS AND THE BOLD BUTTON-DOWN COLLARS CUT FROM FABRICS SO RIGHT, THEY’VE BEEN STRANGELY MISSING FROM READY-TO-WEAR UNTIL NOW.

“THESE ARE THE SHIRTS YOU HAVE LONGED FOR BUT HAVE NEVER FOUND IN THE READY TO WEAR WORLD.”

THE KIND OF PIECES YOU’D EXPECT TO SEE TAGGED AT €150–250... EXCEPT WE CUT THE NONSENSE, KEPT THE QUALITY, AND MADE THEM BETTER WITHOUT MAKING THEM EXPENSIVE.

FAIR PRICE. NO APOLOGIES.

AND THIS IS ONLY THE BEGINNING. SUITS, TROUSERS, AND A WHOLE LINE OF NEW CREATIONS ARE ON THE WAY... EACH CRAFTED WITH THE SAME OBSESSION FOR QUALITY AND THE SAME STUBBORN BELIEF THAT GREAT THINGS SHOULDN’T COST A FORTUNE.

DON’T BLINK, YOU’LL WANT TO SEE WHAT COMES NEXT.