Designing Inclusivity
By Emily Arnheiter
Photo by Sani
After identifying a gap in the market, Ritika Shamdasani and her sister, Niki Shamdasani, set out to design a fashion line that was more inclusive of South Asian style and culture.
The success of Sani is evident in the company’s recent launch on Rent the Runway and its growing influence in the fashion industry. The sisters’ clothing lines embody their deep appreciation for their Asian heritage. Many of their pieces are inspired by the architecture, food, and colors of India. Ritika hopes to increase the visibility of South Asian fashion through Sani and connect non-South Asians with the roots of her culture.
What motivated you and your sister to create Sani?
My sister and I were motivated to start Sani when we realized how disconnected we felt from our culture. So many other first and second-generation South Asian Americans felt the same way, so we knew something had to change. When our mom grew up in India, if she couldn’t find what she wanted, she made it herself. So that’s what we decided to do as well. We were two sisters that were determined to bring our cultural identities together through a brand and help women everywhere channel the radiant energy rooted in South Asian fashion.
When did you first realize you wanted a career in fashion?
I never thought I wanted a career in fashion. In fact, if you asked me what I thought I would be majoring in while I was still in high school, I would tell you Computer Science. Fashion came to be a passion of mine through Sani, and it all started when Niki and I saw a problem in this underserved market. Now, I could not imagine being in any other industry.
What was your biggest fear in starting your own company?
My biggest fear in starting my own company was “missing out.” When I say missing out, it is because I started Sani at a very young age. I was still in high school and about to go into college. At that time, I did not know how to prioritize, and I constantly felt as if I was missing out on the normal college and high school experiences because of Sani. Now when I look back on those days, I realize that the experiences I really care for and remember are the Sani ones, and that is because they are more valuable and memorable than the high school or college events that I “missed out on.”
How do you balance the company and your schoolwork? How have you handled any challenges?
At my age, I am extremely grateful to have the opportunity to have my own business. It has made me more mature and taught me life lessons that go beyond something you would learn in a traditional classroom environment. It has come with its share of challenges, one of which is having an effective school and work balance. When running a business, issues will arise all the time, and it’s hard to ignore them even if I have an exam the next day. I continue to find ways to balance school and business responsibilities by preemptively preparing for peak times when possible with my business partner (and sister). We have a strong relationship, and she is extremely understanding of when my priorities adjust while balancing school and work.
Where do you see yourself in the next 5 or 10 years?
In the next five to ten years, I see myself continuing to run Sani with my sister. By that time, we will hopefully be a household name.
Which collection are you most proud of?
I am most proud of our most recent loungewear collection. Our mission has always been to incorporate South Asian culture and craftsmanship to make designs for the special moments in our lives. Today’s special moments look a little different than they used to, but that doesn’t make them any less important. This capsule collection of washable silky loungewear sets feature South Asian-inspired animal motifs paired with silhouettes that are good for wearing from bed to your morning Zoom calls, as your loungewear for the day, as a casual yet cool grocery run look, as a matching gift for bridesmaid boxes, or anything else. I had never designed loungewear before, so this collection definitely took me out of my comfort zone, but I am really proud of the way it turned out.
What was it like when you first found out you were partnering with Rent the Runway? Did they reach out to you?
A couple of years ago, my sister and I listened to the “How I Built This” podcast where Jennifer Hyman (the CEO & founder of RTR) talked about how she cold emailed Diane Von Furstenberg, her first designer on Rent the Runway. That inspired my sister to cold email Jennifer Hymen because we had always thought they would be the perfect partner for Sani. And she got a response! Cold emails really can work.
Where do you source your fabrics from, and how does your company strive to be more sustainable?
We source our fabrics from India and mostly use deadstock fabric for our occasion wear. The foundations of our business are steeped in social responsibility, from our women-centered supply chain to our focus on giving back to organizations in our communities to our majority made-to-order model.
How has your company changed or evolved in light of COVID-19?
The pandemic has been our business’ biggest challenge. In February, when we launched on Rent the Runway as their first South Asian-inspired brand, our outfits were completely booked within two days, and we had an unprecedented number of online purchases. In the past eight months, we adjusted in new ways, from building up brand awareness on TikTok, which has led to over thirteen million views, improving our digital experience, releasing two new product categories, and doubling our email subscribers.