A Note From our Founder

Hi, I’m Charan! As a parent and fashion enthusiast, I’ve always felt there’s a lack of variety when it comes to South Asian kids wear in the UK and the West.

When I was little, my mum and grandma made all my outfits for weddings, festivals and family gatherings. They chose soft fabrics, stitched with love and made sure I felt special and comfortable. Today, those home-sewing traditions have faded. Life is busy and most of us turn to ready-made options.

But what’s out there? Outdated styles, itchy fabrics and outfits that feel more like mini versions of adult clothes than something made for a child. As a parent, I know how important it is for our kids to feel good in what they wear. We want them to run, play and laugh without the discomfort of itchy embroidery and stiff fabrics. We want them to feel proud of where they come from. That’s why I created Reev. 

Reev is about more than clothes. It’s about giving our children a joyful connection to their heritage. Every piece is designed with comfort at its core - soft linings, breathable fabrics and designs that let kids be kids. But it’s also vibrant, playful and rooted in tradition because cultural pride should feel good, inside and out.

This journey has been close to my heart for years. And now, seeing little ones light up in Reev outfits - it’s everything I hoped for. I can’t wait to grow this dream and help more families celebrate culture with comfort.