Alonge

What iCotton actually is

iCotton is Alonge's own cotton knit, milled to sit lightly on the body through Indian heat and still work on cooler nights. The label is built for the person who reaches for the same jogger three days a week and wants it to keep its shape. Colours stay grounded, and the details — side seams, ribbed cuffs, unfussy embroidery — are meant to wear in rather than wear out.

What to buy

• Yarn Dyed Rib iCotton Sweatshirt and Joggers — INR 2,699 each, the baseline set and the sensible entry point.
• All Day iCotton Joggers — INR 2,699, tapered leg and elasticated waist, built for lounge-to-street wear.
• Tapered pants and skirts — iCotton Rhinestone and Houndstooth Tapered Pants at INR 2,699, iCotton Fitted Knit Skirt at INR 2,890.
• Layering pieces — Houndstooth iCotton Zipper Jackets at INR 5,300, iCotton Embroidered Zipper Jacket and iCotton Signature Sweatshirt at INR 6,500.
• Occasion knitwear — iCotton Print Pouf Sleeve Dress at INR 4,500, Pouf Sleeve Top at INR 4,600, Showstopper Sweatshirt at INR 7,490, Rhinestone Shift and Eye Catcher Drape Dresses at INR 7,500.

What to look for

This is not cheap loungewear and does not pretend to be. The jump from INR 2,699 to INR 7,500 is the difference between plain knit and hand-finished, embellished pieces, and the rhinestone and embroidered styles need gentler washing than the plain rib. Fits run relaxed across the range, so size down if you want a closer line.

Where to go next

Compare with the wider sweatshirts and hoodies edit and women's pants, or read the guide to sustainable Indian fashion brands.