Meaning ‘bodice’ in Malayalam and ‘corridor’ in Japanese, stands for clothing that bridges the weaver and the wearer – empowering them to set out on an  journey together. Designer Sreejith Jeevan guides these two worlds, balancing them on the scales of time; between the old and new.

A design graduate from the National Institute of Design, Ahmedabad and the Ecole Nationale Superieure Des Arts Decoratifs, Paris, Jeevan works with Indian textiles from weavers and craftsmen, from his studio in Kochi, creating a homegrown style that derives from the essence of people and the region.

Jeevan founded ROUKA in 2014. His work with the Kasavu saree, considered a ceremonial garb, started as a response to the rehabilitation tasks post the floods in Kerala in 2018. The traditional Kasavu was reimagined with a contemporary spin, which was essential to uplift the weave and its craftspersons.

The label believes in joining hands with initiatives which embrace fashion mindfully and innovatively. Previously, it has worked together with organisations such as Aranya Natural and Usha Silai. It also showcased its collections at the Lakme Fashion Week and Jeevan was a part of the top 15 designers in Vogue India’s Fashion Fund in 2015-16

Rouka’s design vocabulary is rooted in being aware of one’s own aesthetic sensibilities. It is how the label defines its approach to true luxury.