In the heart of Delhi, a fashion house is quietly altering the landscape of luxury menswear. Asuka Couture, where ‘Asu’ symbolises tomorrow and ‘Ka’ evokes the essence of fragrance, is a brand that seamlessly blends heritage with modern day sophistication. Specialising in both ethnic and westernwear, Asuka is a destination for the men of today, who value impeccable craftsmanship and timeless design.
Founded in 2022, Asuka Couture was born out of a vision to fill a gap in India’s luxury menswear market— one that embraces Indian artistry whilst also maintaining global sensibility.
The brand offers a diverse range of menswear pieces across multiple categories. Ethnicwear, that includes sherwanis, bandhgalas and kurtas, is priced onwards of Rs.40,000, while westernwear, featuring blazers, suits and tuxedos, starts at Rs. 50,000. The casual luxurywear collection, comprising jackets, shirts and trousers, retails onwards of Rs. 25,000. In addition to this, the brand provides bespoke services with custom pricing based on design intricacy.
While luxury remains the main focus of the brand, Asuka enhances accessibility through a strategic approach. Tiered offerings ensure that standard designs are available at competitive luxury pricing, while seasonal capsules introduce limited edition drops to attract new clientele. Furthermore, a strong online presence seeks to expand the brand’s digital reach, making Asuka Couture globally accessible. Customisation at scale allows for personalised ensembles within a reasonable range, bridging exclusivity with approachability.
Designed for the discerning gentleman, the brand strikes a balance between heritage and modernity, redefining elegance for the evolving fashion landscape. Additionally, collaborations with celebrities have further strengthened its reputation as a leader in luxury menswear.
At the helm of Asuka Couture are the Mohnani brothers, whose diverse professional backgrounds converge to drive the brand forward. Driven by a shared passion for sartorial excellence, they set out to redefine luxury menswear in India by seamlessly blending Indian craftsmanship with contemporary aesthetics.
| More than just a menswear label, Asuka Couture is a tribute to the art of dressing, where every creation embodies meticulous attention to detail, deep-rooted tradition and a refined contemporary sensibility. |
Piyush Mohnani, the Marketing Head, pursued his education at Jai Hind College, Mumbai and NIFT Delhi, later specialising in pattern making at Savile Row, London. Gaurav Mohnani leads as the Head Designer, while Varun Mohnani oversees Marketing. Priyansh Mohnani manages production and Aryan Mohnani heads operations.
“Our clientele includes sophisticated, fashion-conscious men aged between 25 to 50 years, spanning celebrities, entrepreneurs and grooms seeking bespoke luxury. We cater to an international audience with a strong presence in India, Dubai and the UK, along with strategic retail partnerships in luxury multi-brand stores,” told Piyush Mohnani, Co-founder and Marketing Head of Asuka Couture, to Apparel Resources in an exclusive interview.
| Consumers are increasingly prioritising craftsmanship over mass production, seeking garments that offer heritage, authenticity and impeccable detailing. This shift reflects a growing appreciation for the story behind each piece, where quality, artisanal techniques and longevity take precedence over fleeting trends and fast fashion. Piyush MohnaniCo-founder and Marketing Head of Asuka Couture |
TECHNIQUES AND DETAILS
Asuka Couture stands out for its ability to weave tradition into contemporary menswear, while seamlessly blending Indian heritage with modern silhouettes. The brand incorporates intricate hand embroidery inspired by Mughal and Rajputana artistry, along with avant-garde textile manipulation that experiments with textures and draping. Precision in bespoke tailoring reflects the craftsmanship of Savile Row, while exclusive fabric development includes custom jacquards, brocades and engineered prints to appease the men of today.
MATERIALS, MANUFACTURING AND SOURCING
Founded in 2022, Asuka Couture operates with a dedicated team of over 150 artisans and professionals. Its primary manufacturing facility in India is equipped with advanced German and Japanese machinery that ensures impeccable quality.
With in-house production, embroidery and digital printing, the brand maintains meticulous quality control while collaborating with specialised fabric mills across India and beyond. This includes sourcing brocades from Varanasi and premium wool from Europe and Italy, reinforcing the brand’s commitment to craftsmanship and excellence.
Asuka Couture carefully selects its raw materials, utilising premium handwoven silks and brocades from Varanasi, alongside European wool and velvet imported from Italy and the UK. Custom jacquards and embellished textiles are developed in-house, while pure linens and cotton are ethically sourced from India. The brand prioritises sourcing raw materials and fabrics from key hubs within India such as Varanasi, Surat, Kolkata and Mumbai, along with international sourcing from Italy, Japan, the UK and beyond to reinforce its unwavering commitment to quality.
“At Asuka Couture, we focus on utilising sustainable fabrics within our collections, including organic cotton and recycled silk blends, while empowering artisans through fair wages and preserving heritage crafts. We also embrace low-waste production by upcycling fabric remnants into new designs,” said Piyush.
COLLECTION AND RANGE PLANNING
The brand releases multiple collections each year, continuously evolving by introducing new silhouettes that align with emerging fashion trends and by incorporating seasonal colours alongside statement drops. It follows a dynamic replenishment cycle, ensuring fresh arrivals every two months based on demand trends.
Asuka’s products are stocked in flagship stores located at Hyderabad, Mumbai and Ahmedabad and are available through select retail partners such as Aza, Pernia’s PopUp Shop, Aashni & Co, Vesimi in Dubai, Karegar in Australia and Estie Couture based in the UK. Additionally, the brand is available to shop online through its official website and luxury fashion e-commerce platforms.
Looking at the future, Asuka Couture aims to expand its presence by opening new flagship stores, forging more international collaborations in key markets such as the UAE, UK, USA and Australia and by introducing a new luxury footwear and accessories line to further elevate its offerings.
| AR: What are the upcoming trends in silhouettes, prints and techniques in menswear?
PM: Emerging menswear trends are set to redefine contemporary fashion with a bold yet refined approach. Silhouettes are evolving towards asymmetrical cuts and deconstructed tailoring, offering a modern reinterpretation of structured menswear, while Prints draw inspiration from futuristic aesthetics, featuring cosmic motifs and minimal geometric patterns that add a subtle yet striking visual appeal. In terms of techniques, embroidered detailing with metallic accents is gaining prominence, blending craftsmanship with a touch of opulence to create statement-making ensembles. PM: The Indian fashion landscape is being shaped by a dynamic shift in consumer preferences, driven by a desire for customisation and individuality. Today’s consumers seek personalised fashion that reflects their unique identity, fuelling the demand for bespoke and made-to-measure offerings. Additionally, the rise of influencer culture and digital presence has massively transformed the industry, with social media playing a crucial role in shaping trends and driving brand engagement. Another key factor influencing consumption is the shift towards sustainable luxury, as consumers become more conscious of ethical sourcing, craftsmanship and long-lasting quality in their fashion choices. PM: We envision Asuka Couture as a global luxury menswear fashion powerhouse, pioneering innovation while championing India’s artisanal legacy on the world stage. We aim to shape the future of men’s fashion through meticulous craftsmanship, sustainability and an unwavering commitment to elegance. |
