In a market long dominated by occasion-driven fashion, NOIB emerges with a clear and considered proposition that redefines everyday westernwear through the lens of print, colour and comfort. Conceived to address a growing appetite for clothing that feels both distinctive and effortlessly wearable, the brand positions itself within a whitespace where individuality and versatility coexist.
At its core lies a print-first philosophy, where patterns do not follow design but lead it, shaping silhouettes that move fluidly with the wearer and transition seamlessly across modern lifestyles from travel wardrobes to daily dressing.
NOIB is shaped by the complementary strengths of its founders, Surabhi Vaidya and Rahul Mishra, whose combined expertise brings both strategic structure and creative depth to the brand. With a background in technology and management, Surabhi approaches growth with a long-term, market-focused perspective, while Rahul’s experience in textiles and exports informs a print-led design language, where colour and fabric development guide each collection’s direction.
“Western silhouettes gave us the freedom to explore this design language, crafting pieces that stay relaxed and versatile. Our goal is clothing that flows seamlessly through modern life ; from travel and holidays to daily moments; letting wearers express their individuality through vibrant colour and print.” Surabhi Vaidya, Co-founder of NOIB, told Apparel Online India, in an exclusive interview.
The product offering spans shirts starting at ₹6,350, bottoms at ₹6,850, mini dresses priced onwards of ₹8,850, swimwear starting at ₹6,500, and outerwear (including jackets and overlays) from ₹4,000, alongside accessories priced onwards of ₹8,450. Each category is anchored in the brand’s print-led design language, where fluid silhouettes and expressive colour define an effortless yet distinctive appeal.
The brand primarily resonates with women in their late twenties to mid forties, though they see a keen interest across a wider demographic due to the versatility of their pieces.
“Though rooted in India’s metropolitan hubs, our aesthetic resonates globally, appealing to women in destinations where resort inspired, print-led clothing effortlessly blends into everyday wardrobes.” Surabhi highlighted.
Commenting on the same, Surabhi said, “Our focus is on fluid, relaxed silhouettes that keep the print front and centre while delivering comfort and wearability. Lightweight fabrics and thoughtful tailoring strikes the perfect balance between boldness and ease- an approach that allows us to craft garments that stand out visually without overpowering, making statements that feel effortlessly wearable.”
Manufacturing And Sourcing
Founded in 2023, NOIB started off with a tight knit team of five across design and management, supported by fifteen skilled artisans. Since then, the brand has expanded steadily to a team of around fifty, spanning key functions including design, merchandising, marketing, accounts and dispatch, reflecting a structured yet agile approach to growth.
Shedding light on the key fabrics and materials that define NOIB as a brand, Surabhi said, “Our fabrics are mainly premium natural materials sourced from skilled Indian weavers, except for our swimwear line. We source additional materials and trims from trusted local markets throughout the Delhi NCR region.”
“Much of our sourcing happens across Delhi’s vibrant material markets and we regularly work with hubs such as Kinaari Bazaar, Nehru Place, Govindpuri, and Harola- each offering a rich ecosystem of fabrics, trims, and production resources that support our design development and sampling process.”
NOIB follows a biannual release calendar, presenting Summer and Winter collections that are introduced through two staggered drops each season, allowing the narrative of the collection to unfold gradually while sustaining consumer engagement over an extended period.
“We follow a minimal inventory approach. Based on sales forecasts and historical data, a limited quantity of products is produced at the beginning of the season with smaller replenishment batches introduced mid-season in response to demand and sales, helping us reduce excess inventory and minimize waste.” Surabhi explained.
| Our focus is on fluid, relaxed silhouettes that keep the print front and centre while delivering comfort and wearability. Lightweight fabrics and thoughtful tailoring strikes the perfect balance between boldness and ease- an approach that allows us to craft garments that stand out visually without overpowering, making statements that feel effortlessly wearable. Surabhi Vaidya, Co-founder, NOIB |
Retailscape
NOIB retails globally through its official webshop, catering to both domestic and international consumers, while also partnering with leading online marketplaces and select offline stores across key Indian cities. Internationally, the brand has established a wholesale presence with boutique and independent retailers in markets such as Greece, France, the UK, Switzerland and Austria, strengthening its global footprint through a curated distribution network.
| Today ’s Indian consumer is more informed and intentional than ever. Rising incomes and global exposure are shifting consumers from pricedriven buys toward brands with design integrity, quality, and meaningful stories. Additionally, renewed interest in offline retail lets customers connect with a brand’s philosophy beyond onetime purchases” – Surabhi Vaidya |
NOIB’s next growth phase looks to expand offline in India via carefully selected retail spaces and partnerships with like-minded stockists. Globally, the brand sees strong potential in the Middle East, fueled by a warm reception to their summer and Ramadan collections.
Commenting on the same, Surabhi said, “Product-wise, we aim to enrich womenswear with knitwear, a standalone resort line, expanded accessories, and further growth of swim and Ramadan collections.”
“As our e-commerce presence grows, we plan to integrate virtual fitting technologies to elevate the NOIB online experience. These tools will help customers without offline access better understand fit and shop with confidence.
| AO: What’s one aspect of the womenswear industry in India you believe is still undervalued and is ripe for disruption?
SV: Printed everyday dressing remains an underexplored keepsake in Indian womenswear. Though embellishment and occasion wear dominate, there’s room to embrace clothing that’s expressive yet effortless for daily life and at NOIB, we believe prints can be bold without overpowering. Paired with fluid silhouettes and thoughtful design, they let women infuse colour and individuality into wardrobes with intention and ease. AO: What are the upcoming trends in silhouettes, prints and techniques as per you in the womenswear category? CA: We observe a rising trend toward ease-driven silhouettes paired with expressive prints. Women increasingly choose clothing that moves with them: relaxed shapes, fluid dresses, and coordinated sets. Simultaneously, prints take centre stage- bold florals, vibrant palettes, and print led garments let colour and pattern lead while staying effortlessly wearable. |
