Jaipur-based brand Attitudes combines craft and design to dress up your dressing rooms

It was an instant goal-defining realization that came upon Priyank and Paritosh Mehta outside a leather artisan’s workshop, while walking through the streets of Jaipur’s arts and crafts district. It was 2004 and there, outside a leather craftsman’s workshop, an idea to export handmade furniture was born; it would set the course for the brothers’ relationship with local artisanal craft. Years later, that relationship has not only endured but flourished, leading to Attitudes, a brand they set up in 2019, which is focused on designing dressing rooms.

“The brothers brought together a group of innovative individuals to deep-dive into this previously peripheral element in home decor. A trip to Italy, hours of research and development, and several discussions later, the duo decided to explore the prospect of making not mere dressing rooms but immersive spaces that look beyond functionality,” explains Devanshi Shah, the lead designer of Attitudes.

They decided to centre it all around craftsmanship. The brothers had a deeply honed understanding about local craft, and a particular mastery over leather works. Attitudes uses elements like leather, brass, metal and wood to craft an immersive dressing- up experience. “The aspiration is to epitomize every facet of getting ready in order to transform spaces into experiences,” says co- founder Priyank Mehta. The brand leverages a symbiosis of craft and art deco design for their bespoke creations—such as dressing rooms, dressers, wardrobes and more. The quartet of the collections showcase, as Shah says, “a distinctive design language reinterpreting the 1920s art deco spirit. A range of colours, leather detailing and metalwork are used to bring the collections to life.”

From the flamboyant and theatrical Broadway to the richly textured sophistication of Opera, the royalty-inspired modern elegance of Queens’, and Nouveau’s minimalist art-deco reinterpretation—“Each collection is strategically constructed to harmonize with the specific aesthetics of a space. Our range of design variants blends with the existing aesthetic of a space, from classic and opulent to contemporary and minimalist,” Shah explains. The overarching objective, therefore, is to work within the client’s requirements, architect’s vision and space configuration. “We custom-craft wardrobes and other elements of the dressing space in accordance with the requirements of our clients or interior designers,” Mehta concurs.

Inherent to that process is understanding the space and the clients’ functional requirements. It is after a well-laid-out modus operandi—right from brainstorming sessions with the clients, proposing layouts, zeroing in on the right collection, and finalizing the drawing—that the production starts. These involve mach- inations that, while driven by the founders, have a team of 5–6 designers and 40 master craftsmen that make it happen. In the short time that Attitudes has been around, the Mehtas have worked with architects across Mumbai, New Delhi, Bengaluru and Hyderabad, as well as clients from the Middle East. Clearly, Attitudes filled a gap that had remained largely unaddressed by offering what discerning experience-seekers didn’t know they were missing.