About Us

Born in mid-2017, IF&BUT is a brainchild of Prayaas Fashion out of Focus LLP, themed around “Her Choice and Her Style. This brand is an ultimate online and offline women’s Fashion and Lifestyle brand for all youthful and beautiful females.In today’s world ladies want to purchase remarkable, most recent and with best cost. Even with this, most females do not get satisfied even with the wide variety of choices. Their brain will often say: IF this is great BUT that is awesome as well IF I should purchase this BUT that looks richer, thisIF&BUT is ceaseless sage.

As per the research, women feel vastly underserved. Despite the remarkable strides in market power and social position that they have made in the past century, they still appear to be undervalued in the marketplace and underestimated in the workplace. They have too many demands on their time and constantly juggle conflicting priorities—work, home, and family. Few companies have responded to their need for time-saving solutions or for products and services designed specifically for them.


We, asIF&BUT have come up with exclusive female specific garments,  jewellery, lifestyle, fashion accessories and give them each state-specific exclusive collection of ethnicity and culture in most affordable pricing. It’s a company for the women and by the women.  So all the females be ready to refresh your closet to the season’s most desired apparel patterns, flawless prints, most smoking hues and everything else you are at present sending out a little prayer to a star for.

Our group of youthful, vigorous and growing gifted business people cum fashion designers will keep on observing patterns and trends in ladies design's and won't wavering conveying a trial before exhibiting it to treat women. Either be it office or easygoing wear, gathering or celebration wear our extensive variety of clothing, jewelry, and different accessories will coordinate your desire with the up and coming designers.

IF&BUTmission is not only to revolutionize fashion but to cater for different groups of ladies across the country. Our unique products will not only ensure ladies sparkle but also ensure they get the choices they deserve. We also welcome ideas from our clients about particular design they would love. Our open-minded is informed by the need to only satisfy our customers.

Startup Of The Month

 Today, the market is flooded with local and international women’s clothing brands, and e-commerce biggies sell trending clothes for females by hundreds each minute. Is there any space for a new women’s apparel venture in this already crammed-up market?

Yes, there is. If the concept is unique and the products heart-winning.

IF&BUT, an initiative of the Prayaas Fashion Out of Focus LLP, is one such unique startup that is making waves in the women’s clothing space in India as much for its peerless concept as for its rare and beautiful ethnic women wear.

“Our Brand’s theme – ‘Her Choice. Her Style.’ – is aimed at female consumers. Our women-centric startup not only provides a one-stop-shop for ladies’ fashion, it also generates employment for thousands of female craftsperson, giving them the freedom they deserve,” says Vishal.

With a noble intent to empower women across all geographies and backgrounds, IF&BUT is serving the womenfolk by providing them out-of-box designs and styles at an affordable price.

“We believe in providing complete empowerment to women. As most of our fashion designers and all our customers are women, we pride ourselves on being a conduit of the feminine assertion that flows from the creator to user,” reveals Vishal.

Since its inception in September 2017, the fledgling startup has received immense support from its audience with over 6,000 followers on Facebook and growing. The brand has a good presence across different social media platforms like Twitter, Instagram, Pinterest and LinkedIn as well. Their webpage receives traffic of 100+ visitors on a daily basis.

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