A group of childhood friends who grew up watching everything together decided to build something meaningful that is not just personal to them but relatable to every other human.

Coming from the backgrounds of garments manufacturing and generational business families both Hardik(M) and Samrat(R) knew how businesses are made and managed but they were missing a creative element which was fulfilled by Aniket(L) making it a complete circle.

Although there are a lot of brands in the luxury segment selling confident lies .ash was built on the common thought of each founder that every human that is confident now was not the same throughout their life and while building a luxury life the most important emotion is often overlooked by every luxury brand which is the emotion of doubt, grief, loss and insecurity.

So this is a short story of why this brand was made, if you do have a similar story do let us know!