We're Open: The Print Factory Experience Centre, Kala Ghoda

Modern House, 17 Forbes Street, Kala Ghoda, Mumbai 400001. Write it down, or better — come see it. After a year of living entirely on your screens, The Print Factory has a front door. Open daily, 11am to 8pm.

It started with a question we kept getting asked

Almost from the first month, the same message kept arriving in our DMs: "Can I feel the fabric before I buy?" We'd reply with videos, close-ups, care guides — and every exhibition we did told us the truth in person. Women would walk up to the stand, run a thumb across a Schiffli sleeve, hold a crepe shirt up to the light, and say some version of the same thing: "Ah — now I get it."

Print is a touch business. A screen can show you colour; it can't show you what 100% cotton poplin feels like at 2pm in May, or how Schiffli embroidery catches afternoon light. At our pop-ups, the pieces people touched were the pieces that sold out. The lesson wasn't subtle.

Why Kala Ghoda

When we decided to open a space, the shortlist was short. Kala Ghoda is Mumbai's art district — galleries on every corner, the pavement itself a canvas every February. For a brand whose whole idea is wearable art — painterly landscapes, hand-drawn florals, prints designed like pictures — there was really only one neighbourhood. Our shirts hang a few lanes from where the city hangs its paintings. That feels right.

What's inside

The full range, in every size. Shirts, dresses, co-ords and kaftans, S to 2XL — try the fit our size chart describes, on your own shoulders.

The touch table. Every fabric we print — cotton poplin, crepe, cotton satin, Schiffli — laid out to be handled. Bring your scepticism.

The print wall. A rotating gallery of the artwork behind the shirts, from first sketch to final fabric — the part of our factory story you can't see online.

The Friday 5, first. New weekly drops land in-store the same day they go live online — and small-run prints sometimes sell here before the website sees them.

The journey, honestly

Eighteen months ago we were a factory family with an idea: prints designed in-house, printed on our own machines, sold directly to the women who wear them. Then came the first Friday 5, the first sold-out print, the first repeat customer, the exhibitions where strangers queued to touch fabric — and now, a set of keys on Forbes Street, in the prettiest district in Mumbai. We are still the same people who reject a batch at the QC table when a colour is a shade off. There's just somewhere to visit us now.

Come on in

The Print Factory Experience Centre · Modern House, 17 Forbes Street, Kala Ghoda, Mumbai 400001.
Open daily, 11am – 8pm · Call us on 022 4593 3249. Follow @theprintfactory_727 for store events and what's new on the rails. Can't make it to Mumbai? Everything still ships free across India with COD and 7-day returns — start with the best sellers or this week's Friday 5. And if you visit — tell us which print made you stop. That's the wall it'll hang on next.