Kohima: Asenla Jamir founded Otsü Clothing Co. in 2020 to move Naga fashion beyond tired stereotypes. A graduate of NIFT Mumbai, Jamir uses the brand to bridge the gap between ancient craftsmanship and modern style. The name Otsü translates to stories in the Ao language. It serves as both a label and a platform for cultural dialogue.
Jamir digs deep into history before touching a needle. She spends time with local artisans, learning their techniques to ensure her work celebrates heritage rather than exploiting it as a simple aesthetic. She explained her mission clearly: "I chose the name because that's exactly what I wanted the brand to become - a platform for storytelling."
The label evolved into a cultural hub called Otsüverse. This initiative blends music, food, and art to spark conversations about Northeast India. It has gained industry recognition, winning the Grazia Young Fashion Award during its debut year.
For Jamir, the clothes are secondary to the connections she makes with the people behind the looms. She wants her customers to carry a sense of history when they wear her designs. Her goal remains firm. She hopes to help younger creatives embrace their own identities without needing to mimic mainstream fashion trends.
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