Rooted deep in her Indian Roots, Muskan Kaur a young fashion enthusiast always wanted to launch her own line of clothing that feels right to her. A line of clothing that stands tall next to the fast fashion that penetrates deep in the Indian market and does justice to her roots. 

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It was in November 2019 when Muskan along with her sister, Annu Kaur, started her journey and launched her dream baby, ITEER. Seeing the unethical practices in the fashion supply chain and the amount of waste the industry generated, ITEER stands for everything that fast fashion doesn't. They believe in craftsmanship with sustainability. The brand makes high fashion products that are completely handmade and dyed naturally using colors extracted from barks, petals, and leaves.  They use eco-friendly materials like organic cotton, corn, and organic silks for their products.

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ITEER as a whole means 'The journey behind each Garment'