Designing Prints Is Not About Trends. It’s About Longevity.

If I’m being honest, the easiest way to design prints today is to follow trends.
Look at what’s viral. Check what’s selling fast. Replicate the colours, tweak a motif, launch quickly.

We’ve consciously chosen not to do that at Phutari.

Trends are loud—but they’re also short-lived, and clothing, in our opinion, shouldn’t expire every six months.

Trends Make Clothes Disposable

When a print is designed purely for a trend, it already has an expiry date. The moment the trend fades, the garment feels outdated—even if the fabric is perfectly fine.

That’s how wardrobes get filled with “barely worn” clothes.

As a founder, this bothered me deeply. Why should something thoughtfully made lose its value just because Instagram moved on?

So we asked a different question while designing our prints:
Will this still feel good to wear three years from now?

How We Actually Design Prints at Phutari

Our design process doesn’t start with trend forecasts. It starts with emotion and usability.

We ask:

• Would this print feel comfortable in everyday life, not just on camera?

• Can it move from home to travel to casual outings?

• Will it still feel familiar after multiple wears?

A print should grow on you—not exhaust you.

That’s why many Phutari prints feel calm, playful, or quietly distinctive rather than loud. They don’t scream for attention—but they don’t disappear either.

Longevity Is a Design Skill (Not an Accident)

Designing for longevity is harder than chasing trends.

It requires restraint.
It requires saying no to “viral” ideas.
Most importantly it requires trusting your design instinct over short-term data.

We test prints by imagining them in real life:

• Folded in wardrobes.

• Washed multiple times.

• Worn on ordinary days, not special shoots.

If a print only works for a photoshoot, it doesn’t make it to production.

Why Timeless Prints Matter to the Customer

What we’ve learned from our customers is simple:
They don’t want more clothes.
They want better clothes.

Pieces they reach for instinctively.
Prints that feel familiar, not overwhelming.
Garments that don’t feel “dated” after one season.

When a print is designed with longevity in mind, it builds trust. Customers know they can return to the brand without worrying that everything will suddenly look outdated.

That trust is far more valuable than momentary hype.

Designing Beyond Algorithms

Algorithms reward novelty.
Design rewards relevance.

At Phutari, we choose relevance.

We don’t design to beat the algorithm—we design to fit into real lives. Into Indian homes, climates, routines, and moods.

That’s why our prints aren’t about what’s trending this month. They’re about what still feels right after repeated wear.

The Quiet Confidence of Longevity

Longevity doesn’t shout.
It doesn’t rely on urgency or “limited-time” pressure.
It simply lasts.

That’s the kind of design philosophy we’re committed to building at Phutari—one print at a time.

Fashion shouldn’t feel disposable.
It should feel dependable.