Behno, the New York-based advanced contemporary label founded by Shivam Punjya and designed by Ashley Austin, has launched e-commerce on its Web site, behno.com. Noted for its tailored suiting and handmade textiles, the brand was born last year after Punjya became inspired while visiting rural garment factories in India, where he was studying women’s health in 2012. Each Behno collection is produced at an ethical garment factory in Gujarat through a partnership with the rural health nonprofit organization Muni Seva Ashram. There, the company introduced a six-pronged approach dubbed “The Behno Standard” that aims to ensure garment worker health, social mobility, family planning, women’s rights, worker satisfaction and benefits and eco-consciousness.
“As an emerging label increasing brand awareness is essential,” said Punjya. “E-commerce expands our reach to a larger consumer base who can interact and engage with our product and story, and this is the core of the democratization of fashion.” The site will launch with looks from the brand’s fall collection, which ranges from $215 to $1,295. Behno also counts Selfridges, H. Lorenzo and Yoox.com among its stockists.