If you've spent any time around Ekohum online, you've probably noticed something a little unusual — we don't live at one address. We live at two.
Type in ekohum.in and you land somewhere quiet and unhurried — artisan profiles, slow-fashion essays, the story of how a kurta gets made. Type in ekohum.com and you land somewhere brisk and practical — new arrivals, prices, a cart, a checkout button. Same label, same hands, same Jaipur workshops. Just two very different jobs being done.
Here's why we built it that way.
ekohum.in is the face — the part of us that talks
Think of ekohum.in as the front room of the house. It's where we tell you who we actually are: a slow-fashion label out of Jaipur that decided, fairly early on, that it would rather make fewer pieces well than flood the market with more.
This is the home of our Stories section — pieces on what slow fashion really means, how hand-block printing actually works, why a colour like red doesn't need a wedding invitation to be worn. It's also where you meet the people who make every Ekohum piece possible: Sunita Devi, who has been doing gota work for 22 years; Ramesh Kumar, a third-generation block printer from Bagru with three decades of muscle memory in his hands; Meena Bai, who's been practising chikankari for 18 years; Govind Lal, a Kota weaver of 26 years. These aren't supplier credits buried in a footer — they're the actual reason an Ekohum outfit feels different the moment you put it on.
ekohum.in doesn't sell you anything directly. It exists to do something a checkout page never can: slow you down long enough to care about where your clothes came from.
ekohum.com is the commerce — the part of us that delivers
ekohum.com is the back room — the one with the till. It's our Shopify storefront, built to do exactly what a modern e-commerce site needs to do well: load fast, show you real prices, handle sizing questions, process cash-on-delivery, and get a kurta set from a workshop in Jaipur to your doorstep in Bengaluru without drama.
This is where browsing turns into buying — new arrivals, bestsellers, kurta sets, co-ords, lehengas, linen wear, indo-western. It's transactional by design: size guides, shipping timelines, exchange policies, order tracking. No long reads here, no artisan biographies mid-scroll. Just what you came for, found quickly, and a smooth path to checkout.
Why split the two at all?
It would be simpler, on paper, to cram both jobs onto one domain. We chose not to, for a few reasons:
Storytelling and selling want different rhythms. A page meant to make you feel something — a craftsperson's history, the slowness behind a block print — works best when it isn't competing for attention with "Add to Cart." Editorial content needs room to breathe; a storefront needs to get out of its own way.
Trust gets built before the sale, not during it. By the time someone clicks through from ekohum.in to ekohum.com, they already know we're not a random listing on a marketplace — they know the name Ramesh Kumar, they've read why we make less on purpose. The selling part becomes easier because the convincing part already happened somewhere else.
Each site can be built for what it's actually for. ekohum.com is engineered like a storefront should be — fast product pages, clean checkout, solid Shopify infrastructure. ekohum.in is built like a magazine — long-form, image-led, unhurried. Trying to force one platform to be excellent at both jobs usually means it's mediocre at each.
Start at ekohum.in if you want to know who made what you're wearing. Go straight to ekohum.com if you already know, and you're just here to shop.
One label, two doors — and both lead to the same workshop
So if you've ever wondered why Ekohum has two web addresses instead of one: it's not an accident, and it's not two different businesses. It's one slow-fashion label that decided the story and the shop deserved separate rooms — so that neither has to shout over the other.
Either way, it's still us — handcrafted in Jaipur, for your real, ordinary, extraordinary days.