Mar 16, 2023

Label To Know Perte D’ego

Lose the ego, or meaning ‘ego loss’, Perte D’ego is a new Indian brand using the best skills of Indian craftsman and creating pieces rather than collections. The website is a scroll of colourful and often embroidered men’s and women’s items, some matching, some not.

Cameron from White Lotus was wearing a Perte D’ego pattern shirt in the latest series.

Founded by designer Utkarsh Mithas, it has two core principles, create one of a kind, ‘Euphoria’ inducing pieces in a sustainable and ethical manner and preserve traditional techniques and craftsmanship and promote them globally to provide them a secure future.

Indian Embroidery

You’ll already know how much I love Indian embroidery through the Harago brand.

Perte D’ego believes what makes a product a true luxury, is the combination of the resources and hard work that goes into making each piece by hand and ensuring that those “hands” can feed their families and live a healthy and happy life.


Instead of outsourcing manufacturing to far off factories where it doesn’t have control over the working environment of the artisans and craftspeople, it has established its own studio where artisans are hired on permanent contracts and paid fair wages which are significantly above the stipulated minimum wage. They are provided a healthy and positive working environment where focus is put on quality over quantity. They also work with small artisan studios within our area to support and promote them. Products are made in small batches to reduce waste.

Saw this amazing dandelion jacket by Perte D’ego on Instagram, but can’t see it on the website

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