EAST LTD.

EAST was founded by Clive Pettigrew, Penny Oliver and Jonathan Keating who met whilst working at Monsoon. They shared a passion for hand crafted Indian products. They loved the way the vivid colours danced with the vibrant prints, and they had a particular fondness for the women's clothing from Anokhi. Anokhi were then, and still are today, the pioneers of hand block printing for textiles and fashion based in India. The three friends initially formed Anokhi Wholesale Ltd, to bring Anokhi women's fashion to the British high street.

Today, the EAST brand has grown significantly to 85 outlets, with 55 stores and 30 concessions. The original founders are still involved in the business and we remain true to our founding values: to design fashion for women who love individual designs, natural fabrics, with an ethnic feel.

Our products continue to be influenced by the time honoured traditions of the Far East incorporating, 'hand' crafted embroideries, wonderful evocative prints and vibrant colours. Wherever possible we also use natural and organic materials such as soft merino wool, organic cotton, beautiful silks, simple linens, wood and shell beads and even seed pods.

Our designers explore the world for the very best materials and as a result they are inspired by the many people they meet and places they visit. They use this inspiration to painstakingly design every detail of every product. This ensures that our products are especially unique and true to our brand. All of our clothing, jewellery and accessories are designed exclusively by us. You won't see them anywhere else - they are genuinely one-of-a-kind.