'JUGU means mountain in our people's Naxi language — one of the world’s few remaining pictographic writing systems.'

Rooted between the Eastern Himalayas and London’s Portobello Market, we connect cultures and people through considered clothing and craft — each piece shaped by place, journey, and time.

Many of our garments are created using ancient techniques, from shibori and batik to traditional tie-dyeing. Our kimono-style jackets are meticulously handcrafted by Miao artisans in a remote village in southwest China, keeping generational skills alive.

At our heart is natural indigo — a living colour that softens, fades, and evolves with wear, travel, and the life lived in it.