Yūga is an artisan-driven fashion label founded by Parul Gupta, rooted in Indian handwoven textiles and long-term collaboration with weaving communities in Kerala. The brand emerged from years of research, travel, and on-ground engagement, shaped by a desire to understand craft beyond surface aesthetics and to build relationships based on trust and continuity. At the heart of Yūga are women weavers, traditional handloom practices, and indigenous processes that have evolved over generations. Yūga believes in slowing down honouring craft as a living, evolving process, and creating garments that carry time, care, and human touch.