Fashion
Bindu Dendukuri of Rebel Roots shares how she’s turning traditional South Asian attire into effortless, everyday luxury.
Updated 12:09 pm EST, January 12, 2026
Published 09:00 am EST, January 12, 2026
Bindu Dendukuri of Rebel Roots shares how she’s turning traditional South Asian attire into effortless, everyday luxury.
Updated 12:09 pm EST, January 12, 2026
Published 09:00 am EST, January 12, 2026
In an exclusive online interview, Bindu Dendukuri, founder of Rebel Roots, shared the story behind her modern womenswear label. What began as a search for comfortable, stylish clothing for everyday life has grown into a brand that rethinks how traditional silhouettes are worn and appreciated today. Bindu grew up in India and later moved to the United States to pursue her master’s degree. She studied molecular biology and biotechnology, and creativity was always part of her life.
“Growing up in India, my generation mostly wore Western-style clothing. Traditional South Asian attire was for special occasions. It featured bold colors and heavy designs, which I never felt comfortable wearing. So, I decided to design my own sari-inspired outfit. It was a simple black drape with satin trim and understated tan behind a black mesh panel. Looking back, it seems like the quiet start of Rebel Roots.”
That moment sparked the creation of Rebel Roots. Bindu keeps the silhouettes and shapes of traditional South Asian clothing. She blends these styles with Western colors, prints, and fabrics, making the garments practical and wearable. “If I want to wear a sari to the grocery store, it shouldn’t be loud or look like a costume,” she said. “This also serves as my invitation to women to explore these beautiful silhouettes.”
Simplicity, comfort, and authenticity define Rebel Roots. Bindu designs with purpose, avoiding trends and fast fashion. Sustainability is also crucial to the brand. She uses biodegradable packaging and produces zero waste. Each design is made in small batches of about thirty pieces.
At its heart, Rebel Roots promotes empowerment. “I want women to walk into a room with courage and confidence. They should embrace their personality without worrying about what others think,” Bindu said. The clothing reflects a thoughtful blend of South Asian and Western styles, resulting in pieces that are comfortable, elegant, and timeless.
Building the brand has come with challenges. For instance, finding local manufacturers willing to produce small batches has proven difficult. Additionally, sourcing fabric costs more than expected, and tariffs on shipments are high. Despite these obstacles, Bindu remains committed to intentional production and sharing her unique design vision with the world.
Through careful design and small-scale production, Bindu Dendukuri helps women embrace their identity. As a result, they can wear what makes them feel strong and carry a piece of tradition into the modern world.
Kiki Khairy recently earned a master's degree in fashion styling & communication from IED Madrid, following his undergraduate degree in Public Relations & Communication from EU Business School Barcelona. Now working as a fashion editor, Khairy's career path reflects his dedication to the fashion industry. Born in London and with roots in Egypt, his diverse background enriches his perspective, contributing to his success in the dynamic world of fashion.
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