Chennai-based fashion label Alonge, founded by Nithya Prakas, focuses on creating high-quality knitwear with a unique material called iCotton. Prakas, a Fashion Technology graduate from PSG College of Technology in Coimbatore, waited 17 years to launch her brand, prioritizing her family before pursuing her dream. Alonge embodies quiet luxury with minimal and elegant designs. The brand’s core lies in its innovative fabric, iCotton, developed after a year and a half of research.
iCotton combines the shine of polyester with the softness of viscose, offering breathability and stretch. The fabric also incorporates flow motion technology, allowing it to move fluidly with the wearer. Prakas herself wore garments made of iCotton for a year to ensure its quality and comfort before releasing it to the market. Alonge prioritizes quality and durability, guaranteeing garments that look brand new even after numerous washes. The brand encourages investing in everyday clothing that stands the test of time.
The debut collection features a range of pieces, including sweatshirts, jackets, camisoles, dresses, shorts, pants, co-ord sets, skirts, and oversized T-shirts. The color palette ranges from neutral tones like ecru, black, and white to vibrant shades of pink, lavender, blue, grey, and green. Floral patterns, featuring hibiscus, protea, and birds of paradise, are prominent throughout the collection, incorporated through hand-painting, embroidery, and metal thread embellishments.
Hand embroidery is a significant element of Alonge’s designs. One standout sweatshirt showcases intricate floral embroidery that took eight hours to complete, using sequins and beads sourced from Japan. While the design process takes place in Chennai, the production unit is located in Tiruppur. Alonge sources materials globally, with lining from Germany and zips from Hong Kong, ensuring the highest quality components for each garment.
Alonge is already working on its next collection, hinting at more florals and an even greater emphasis on detail. Prakas describes her designs as a reflection of her personal style translated into patterns. The brand also plans to incorporate more natural fibers in future collections. Alonge’s commitment to innovation, quality, and unique design positions it as a notable player in the Chennai Fashion scene. The brand’s price range spans from ₹3,990 to ₹19,000, making its sophisticated pieces accessible to a wide range of customers.
