Yūga is a slow fashion brand rooted in the rich textile traditions of India, particularly those from Kerala. Since its inception in 2022, Yūga has been dedicated to crafting unique pieces that blend traditional textiles with modern design sensibilities. The brand's mission is to preserve and elevate cultural heritage through fashion, transforming these time-honored textiles into contemporary clothing that resonates on a global platform. Yūga has already launched two distinctive collections, including the recent 'Vidavu,' which has garnered attention for its innovative approach to Kerala's textile traditions. The brand has been featured in publications like The Hindu, highlighting its commitment to sustainability and artisan empowerment.

Behind Yūga's vision is Parul Gupta, the founder and director of the brand. With a profound interest in the rural craft practices of India, Parul's journey in the fashion industry began with a two-year experience at 11-11/eleven eleven. There, she collaborated with artisans from rural India, studying their practices and implementing design solutions to enhance their prospects. Her work as a design consultant for renowned brands like 11-11/eleven eleven and Good Earth further reflects her dedication to preserving India's cultural heritage.