Nimish Shah on Shift Man, and why good design should be accessible
Nimish Shah’s label Shift first caught the public eye between 2012 and 2018, dressing Indian film stars in effortless, art‑like looks that felt both chic and approachable. After a stint leading the design house Bhaane, Shah returns with a new menswear chapter that feels like a natural continuation rather than a reinvention.
The collection, called Shift Man, leans into what Shah describes as Gandhian modernism – a stripped‑back minimalism that never sacrifices depth. He speaks of “modesty in materials, finishing and knowing when to stop,” turning the act of dressing down into a thoughtful, attention‑grabbing gesture.
Visually, the line shuns busy prints in favor of solid tones, checks and stripes rendered in dark blue, pistachio green and crisp white. Silhouettes are relaxed and unhurried: soft elevated separates, long‑line shirts and collarless tucker jackets. Fabrics such as naturally dyed cotton voiles, canvas and contemporary denim are produced in small batches, allowing the texture and character of each piece to shine.
Shah frames the aesthetic as a “Gujarati‑Scandi” wardrobe, marrying Indian craft with European restraint. He highlights the masstiege technique, a handcrafted approach that remains accessible to a broader market, and champions “common sense sustainability” – clothes meant to be worn repeatedly, not just for special occasions.
Beyond apparel, the comeback expands into Shift home, a series of serverware, tableware and quirky home textiles. Shah describes these objects as personal experiments meant to be interpreted individually, offering pieces that may not fit every space but can become cherished finds for those who discover them.