By now, you must have noticed the common trend in all SS21 collections.

While big fashion houses like Dior and Fendi are now trying to come out with their exclusive linen segments, we have always believed in the sustainability, beauty, and the ethereal quality of linen.

This is why Yell has always been a strong advocate of 100% pure linen that is locally produced.So, what does it mean for fashion that linen is making such a huge comeback?

What this means is that designers are finally giving people what they want – sustainability, style, comfort, timelessness, and an effortless sensibility!

Linen fabric is known for keeping you cool and fresh, even during sweltering Indian summers and it is universally flattering!

The question in front of us what simple – how do we honour the Chawal Tanka embroidery and create modern heirlooms that reflect today’s trends?The modern classics of Kome Collection imbibe this sensibility with their stylish hems and playful cuts, while staying true to the sophistication of both linen and the rice stitch.

An exclusive and absolutely one-of-a-kind collection in 100% pure linen designer clothes, featuring the dainty, delicate, and delightful Chawal Tanka (or Taka) Embroidery, we take great pride in this collection and we are certain you will find it equally alluring.WHY THE NAME – KOME COLLECTION?The word ‘Kome’ has its origins in Japanese and it means ‘rice’.

You see, rice has been an integral part of India's natural legacy and has helped inspire the unique rice stitch which features prominently in this collection.

It is the perfect example of beauty birthed from chaos.

Single, straight stitches create patterns and look a lot like scattered rice on fabric, thus bringing it this unique name.

Like strewn rice, this embroidery may look uneven and chaotic at first, but it is this ‘messed up’ effect that makes it incredibly unique.

No one piece is exactly the same as another.WHAT IS THE INSPIRATION BEHIND THE KOME COLLECTION?Inspired by the legacy of the 'Chawal Taka Embroidery' and the artisans who have kept this rare art alive for centuries, this incredible collection is steeped in history and sprinkled with sophistication.Imagine experiencing a rice field in all its glory – invoking the earthy aroma, celebrating the fresh breeze, and witnessing the vast expanse of green.

WHY LINEN IS STILL ABSOLUTELY AMAZINGOne of the oldest fabrics known to man is making a comeback and how!

While linen shirts for men never quite went out of fashion, they did take a bit of a backseat for a couple of years, but this stylish garment is proving to be quite the favorite with designers in 2021.Throughout history, linen has been the fabric of choice for the rich and wealthy.

It still represents a sense of luxury and perhaps even a bit of decadence but don’t be fooled by its luxurious appeal – it is actually quite affordable!DOES SUMMER BOTHER YOU TOO?If you’ve ever grappled with the possibility of looking fresh and cool even on the hottest of summer days, linen is the answer.

Linen is the perfect fabric for summer shirts for men.

Linen is one of the most breathable fabrics; it is also super adsorbent.Linen possesses a high permeability making it less likely that it would ever stick to your skin.

Say goodbye to sweaty armpits and say hello to lightweight linen shirts that are all about the marriage of trend and style with comfort you’ve never known before.A TAILORED, BESPOKE COLLECTION!Yes, you read that right.