About Aamii

Designs that speak your language

Aamii, in Bangla, means I—the self. And that’s who we are here to celebrate. You. In all your avatars. The couch potato. The no-nonsense boss. The wild party animal. The fussy mom.

At Aamii, we use traditional fabrics to create contemporary designs that you can wear to work, to drop off your kid at school, or on a date with yourself. They are chic, comfortable, and totally fuss-free. You can be ready in minutes to take on the world (or settle down for a binge marathon!).
Our outfits are modern but they showcase the age-old exquisite craftsmanship that can be witnessed across the length and breadth of our beautiful country. Going beyond the rigid lines of ethnic and modern, we believe in wearing our roots on our sleeves.


The Thread Story

The woman behind the brand - Koyel Mitra

Like every other girl in my city, while growing up, my wardrobe was very much at the mercy of our talented local tailor and my personal stylist—my mother.

A huge part of my childhood was spent exploring the streets of Kolkata in search of unique fabrics, looking for that right lace for a kurta or the perfect buttons for a shirt. Later, even as I went on shopping sprees at the malls, I always carried the love for designing and creating my own outfits.

As a classical dancer, I was in love with all things ethnic. Dressing up remained my first love. Be it for the stage or a gloomy Monday morning at work. As a television contentcreator, I not only attended my fair share of long meetings but also spent quite a few gruelling hours on outdoor shoots. So, trust me when I say that I know just how much comfort matters!

Somewhere along the line, as I created my own outfits, I realized I could do this for others as well. Comfort need not be where style comes to die. They can be quite the BFFs.

And, so, in an inspired moment, Aamii was born, and I never looked back.

The last few years were all about countless exciting journeys to source the right fabrics, seeing designs brought to life, exhausting nights spent packing orders, and many, many happy customers. I couldn’t be more grateful.