Avenoir (n.)
The desire to see memories in advance — to know, as you dress, that today might be one you'll want to remember.
Clothes That
Hold On to Moments
Avenoir began in a two-room studio in Mumbai with a single coat and a simple belief: the clothes we love most are the ones we were wearing when something happened — a first job, a wedding, a walk in the rain we still think about.
So we design slowly. We source natural fibres from mills we know by name, cut in small batches, and finish every seam by hand. Nothing is made to be replaced next season. Everything is made to be remembered.
Explore the collections“We don't make clothes for every day. We make clothes for the days you'll still talk about in twenty years.”
— Ira Mehra, Founder & Creative Director
Our Values
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Natural Fibres
Natural Fibres
96% of what we make is silk, linen, wool, cashmere, cotton or leather — fibres that breathe, age gracefully and return to the earth.
Small Batches
Small Batches
We cut in runs of 200 or fewer. Less waste, more care, and pieces you won't see on everyone else.
Hand-Finished
Hand-Finished
Pick-stitched lapels, hand-sewn buttons and hand-rolled hems — the details that make a garment last decades.
Lifetime Care
Lifetime Care
Free repairs for the life of every coat and leather piece. Send it home to the atelier and we'll make it new again.
Milestones
One Coat, One Room
Ira cuts the first Avenoir camel coat in a Kala Ghoda studio. All 40 sell out in a week.
The First Boutique
Our Mumbai flagship opens in a restored 1920s townhouse, complete with an in-house tailoring atelier.
Going Fully Traceable
Every fibre we use can now be traced back to its farm, mill and tannery.
Menswear Arrives
Soft tailoring for him — unstructured blazers, overcoats and the suede jacket that started a waitlist.
Delhi, Bengaluru & Beyond
Three boutiques, 40+ countries and a community of people dressing for the moments that matter.
Begin your story
Dress for the Memory
Discover the pieces our community still talks about, years later.
Shop Avenoir