Where fogd. began

Bhagya, Jaipur - where early conversations with Mukesh, our creative collaborator, helped shape what fogd. would become.

fogd. is a British lifestyle brand, designed and based in the UK. Yet one of the defining moments in its story unfolded thousands of miles away, late one night in Jaipur.

fogd. is a British lifestyle brand, based and designed in the UK. But one of the defining moments in its story happened thousands of miles away, late one night in Jaipur.

We were exploring ideas around clothing, fabrics, incense and daily rituals. There were plenty of possibilities, but nothing had quite connected them.

Then, somewhere in the middle of the conversation, came a simple phrase:

“I'm brain fogged.”

The word stayed with us. Fogged.

It captured something instantly recognisable. That feeling when there is too much going on. Too much noise. Too much information. Too many demands competing for our attention.

It felt bigger than a name, and bigger than any one product.

Over time, fogged became fogd., and the idea around it became clearer.

A reminder that sometimes we need to disconnect from the noise and reconnect with ourselves.

That thinking now runs through everything we create, from modern apparel and AURA clothing to daily rituals designed to create small moments of calm and presence.

Jaipur, India — The people and craftsmanship behind our AURA clothing collection.

From ideas to making — People & Partnerships

Jaipur remains an important part of the fogd. story. It's where the name came to life, and where relationships built on trust, creativity and shared ambition have helped turn ideas into reality.

At the heart of that journey is Mukesh, whose home, Bhagya, became the setting for those early conversations.

Mukesh, who is also behind Absolutely Desi, has been an important creative collaborator from the beginning. From exploring the original ideas to helping develop relationships with makers and manufacturing partners in India, his involvement has helped shape the journey of fogd.

Another important relationship is with Ashi Kala, a 26-year-old entrepreneur and founder of SHDY India, an independent streetwear brand.

Ashi has played a key role in developing fogd.'s stonewashed and premium apparel collections, working with us on fabrics, finishes, fit and production.

Together, these relationships have brought different perspectives, experience and creative thinking into the development of fogd.

It hasn't always been straightforward. There have been challenges, adjustments and lessons along the way. But that's part of building something new.

For us, it's about more than making clothes. It's about the people behind the products, the relationships we build and a shared commitment to creating something we're proud of.

Our journey towards more considered materials

As fogd. develops, we're also looking more closely at the materials we use, how our products are made and the choices we make along the way.

Our next steps include activewear using recycled polyester (RPET), alongside the development of bamboo-based fabrics and hemp for future collections.

These are part of an ongoing effort to explore different materials, improve quality and make more informed decisions about production.

We're still at the beginning of that journey. There's much to learn, and we know that meaningful progress takes time.

But our intention is clear: to create products with purpose, to keep improving and to build relationships that matter.

And while Jaipur will always be part of our story, fogd. isn't defined by one place, one age or one type of person.

Because we all experience the noise.

We all lose our sense of balance sometimes.

And sometimes, we simply need a moment to come back to ourselves.

Reset. Realign. Return.

fogd.