When I started Uncut by Aditi Amin, design came to me instinctively. It was expressive, emotional, and driven by the excitement of creating something bold and beautiful. At that stage, creation itself was the purpose—and that energy shaped the early identity of the brand.
As the years passed and the brand grew, I found myself evolving alongside it. With experience came perspective, and with perspective came responsibility. I realised that instinct alone was no longer enough; design needed to be anchored in intention, relevance, and a deeper understanding of the wearer.
Today, my approach is far more considered. I think deeply about why a piece exists, who it is meant for, and how it will realistically live in someone’s everyday life. Design has shifted from being about expression alone to having meaning and purpose at its core—where form follows feeling, and beauty serves a function.
This evolution feels natural, not forced. UBAA and Uncut today reflect a quieter confidence—where every detail is intentional, every design is edited, and creativity is guided by clarity rather than impulse. It’s a phase rooted in maturity, awareness, and conscious growth.
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