About us
Our Story
At Shrug Story, we believe fashion is more than just clothing—it's a statement of confidence, individuality, and self-expression. Born in the heart of India's vibrant metro cities, our journey began with a simple yet powerful idea: to create elegant shrugs that empower modern Indian women to feel bold, beautiful, and unstoppable in their daily lives.
Our founder, Chumki, a fashion enthusiast and entrepreneur, noticed a gap in the market for versatile, stylish layers that blend effortlessly with the lifestyle of working women. Inspired by the grace of Indian craftsmanship and the boldness of contemporary design, she set out to create a brand where every shrug tells a story of empowerment.
Shrug Story was built for the dynamic woman—balancing career, ambition, and style without compromise. Our designs are crafted with precision, using high-quality fabrics that offer comfort and sophistication, perfect for the office, social gatherings, or a casual day out.
We celebrate the spirit of the modern Indian woman—independent, fashion-forward, and unapologetically herself. Each piece from our collection is a tribute to her strength, designed not just to adorn but to inspire.
At Shrug Story, fashion is our art, and every shrug is a canvas where elegance meets empowerment.
Join us as we redefine everyday fashion—one shrug at a time.
Our Mission
Our mission is to create premium-quality, stylish shrugs that inspire confidence and self-expression for the modern Indian woman. We are committed to blending elegance with everyday wear, ensuring our designs empower the modern women of our country to feel bold, beautiful, and unstoppable.
Our Vision
Our vision is to build a globally respected layering brand rooted in Indian craftsmanship and modern sensibilities—one that becomes a trusted everyday companion for working women across the world. We aspire to redefine how women experience modest, comfortable fashion, helping them feel confident, composed, and quietly powerful as they navigate ambition, responsibility, and self-expression every day.
Our Values
1. Quiet Empowerment
We believe confidence doesn’t need to be loud.
Our designs empower working women to feel secure, composed, and self-assured—through thoughtful layers that support them on both confident and uncertain days.
2. Comfort with Intention
Comfort is not an afterthought—it’s the starting point.
We design breathable, lightweight cotton layers that move easily through a woman’s day, supporting long work hours, travel, and real life.
3. Effortless Elegance
True elegance feels natural, not forced.
Our aesthetic blends clean, modern silhouettes with subtle Indian sensibilities—creating timeless pieces that elevate without overwhelming.
4. Thoughtful Craft & Heritage
We honour Indian craftsmanship by reimagining it for modern lives.
Our pieces celebrate natural fabrics and traditional techniques, thoughtfully adapted into everyday, wearable designs for contemporary women.
5. Inclusive by Design
Every woman deserves to feel comfortable and confident in what she wears.
We design with real bodies, real schedules, and real needs in mind—across sizes, cities, and lifestyles.
6. Purposeful Growth
We grow with intention, not excess.
Our brand values longevity over trends, meaning over noise, and thoughtful evolution over fast fashion.