essence
With a focus on craftsmanship, innovation, and environmental stewardship, moonray combines artisanal excellence with modern expression to create a new language for craft. A luxury ready-to-wear brand, moonray harnesses the endless possibilities of craft to create a uniquely eclectic aesthetic that balances minimalism and maximalism. With cultural sustainability at its core, moonray cultivates a global curatorial platform that fosters new dialogues and bridges boundaries through visual, material, and artisanal perspectives.
FOUNDERS
Founded by Avantika and Karishma Swali in 2021, moonray is an expression that combines the duo’s love for design with their passion for inclusion Avantika is a young artist and social entrepreneur dedicated to exploring her generation's potential for shaping a better future. In 2014, she founded ACE, a not-for-profit organisation committed to providing children with holistic education. Today, ACE educates over 200 children annually as well as operates the ACE Book Club, a mobile library service democratising access to cultural and educational experiences for children. Immersed in art and craft from a young age and influenced by the philosophies of Rabindranath Tagore and Jiddu Krishnamurti, Karishma Swali has been at the forefront of preservation, revival and conservation of India’s intangible cultural heritage. Since 1998, she has led Chanakya International, a global textile house established in 1984. In 2016, Karishma established the Chanakya School of Craft, a non-profit institute dedicated to craft, culture, and creating new autonomy for women. In 2022, Karishma received the Grazia Millennial Award for Contemporary Craftsmanship and was named a member of the BOF 500. In 2024, she was honoured with the Badass Art Woman Award (BAWA) for her contributions to advancing education through the Chanakya School of Craft. She also received the Chevalier de l’Ordre national du merit from the French government, recognising her commitment to strengthening the ties between France and India through dialogue in craft, couture, and culture.
Together, Avantika and Karishma seek to create change by integrating craft into everyday life and making fashion a celebration of freedom and culture, fostering deeper connections in our inner and outer worlds.
Innovation
Sustainable denim
Conventional methods of denim production are associated with excessive water consumption, chemical pollution, and high carbon footprint. Most of the denim we use is produced with environmentally friendly practices at every stage, from farming organic cotton to manufacturing and finishing the fabric.
Handspun, handwoven Kala cotton
We are dedicated to reviving and nurturing age-old traditional crafts. By using rain-harvested kala cotton, handspun and handwoven by artisan families in Kutch, Gujarat, we create livelihood opportunities for these communities while celebrating their rich heritage.
Organic cotton
The majority of our cotton (nearly 80%) is certified organic. By choosing organic cotton, we embrace farming methods that work harmoniously with nature. This approach eliminates synthetic pesticides, fertilisers, and GMO seeds, promoting the health of both farmers and the environment.
Forest stewardship certified (FSC) viscose
Absorbent, strong, and breathable, viscose is our go-to man-made cellulosic. At moonray, we use viscose certified by the Forest Stewardship Council, ensuring our materials are sourced with the health of our forests in mind.
Repurposed fabrics
To mitigate the effects of textile overconsumption, moonray repurposes leftover fabric to repair and reuse them in a way that increases their value, extending the life cycle of garments.
Women’s weaving communities in Maheshwar
We partner with women’s weaving communities in Maheshwar, Madhya Pradesh, taking the conversation on creating a new autonomy for women further, and harnessing Maheshwar’s historically rich and unique blend of handloom weaving styles to create innovative checked and striped textiles with a contemporary lens.
ETHICAL PRACTICES
Peta-approved vegan
moonray is PETA certified and cruelty-free, and committed to artisanal practices while remaining mindful of the environment.
ISO 14001
ISO 14001 is an internationally recognized standard that outlines the requirements for an environmental management system. It helps organisations enhance their environmental performance by improving resource efficiency and reducing waste. At moonray, using ISO 14001 processes has led to several successes such as reduced energy and water consumption and overall improved performance.
Green business certified
Green business certifications are awarded to companies that adopt practices and policies that enhance quality of life and benefit the planet. At moonray, being a certified green business is the clearest way to demonstrate our commitment to conservation and preventing pollution at grassroot level. We actively work to reduce waste, conserve energy and water, and improve air quality in our facilities and operations. This certification reflects our ongoing dedication to responsible and sustainable practices.
ISO 9001
moonray is ISO 9001:2015 certified. This international standard focuses on quality management systems (QMS), encompassing all processes, resources, assets, and cultural values that support customer satisfaction and organisational efficiency.
