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|  |
 | |
 Katrina Kaif for Behno New York. | |
| Company type | Fashion |
|---|---|
| Founded | 2015; 9 years ago |
| Founder | Shivam Punjya |
| Headquarters | Soho, New York City, 10013 |
Key people | |
| Website | https://behno.com/ |
Behno New York is a luxury fashion brand founded in 2015 by Shivam Punjya in New York City. The name "Behno[1]" is derived from the Hindi word "बहनों" (behno), which translates to "sisters" in English. As of 2019, it specializes in leather bags and is committed to sustainability, conscious production, and support of artisans & craftworkers in India. Behno New York has been worn globally by international celebrities including: Emma Watson,[2] Katy Perry, Katrina Kaif, Emma Chamberlain, Poorna Jagannathan, Whitney Port, Sara Sampiao, Serayah, Maye Musk, Alysia Reiner, Kiran Rao, among others.
History
editFounding & The Behno Standard
editBehno New York was established in 2015 by Shivam Punjya, a graduate of Duke University (M.S. Global Health) and UC Berkeley (B.A. Political Economics & Global Poverty). Punjya was motivated to lay the foundations of Behno New York after reading about the collapse of the Rana Plaza Factory in Bangladesh, which highlighted the poor working conditions in the fashion industry. Inspired to establish a brand that prioritizes worker welfare and ethical production, Punjya apprenticed in factories across India ultimately built a factory in Gujarat with a nonprofit partner, MSA, to design Behno New York's manufacturing processes and produce "The Behno Standard," which is founded on those values. Behno New York started as a means to transform garment workers and artisans' quality of life.[3]
The Behno Standard is a comprehensive framework developed by the brand to ensure social responsibility throughout its operations. The Behno Standard encompasses six key areas: Health, Garment Worker Mobility, Family Planning, Women's Rights, Worker Satisfaction and Benefits, and Eco-Consciousness.
Early Collections
editBehno New York's inaugural collection was a full line-up of ready-to-wear, ranging from knitwear to outerwear to tailored pants, dresses, and shirts. Bandana Tewari, editor-at-large at the time for Vogue India, hosted Behno New York's presentation in Mumbai in February 2015. Behno New York designed ready-to-wear collections from 2015-2019 before pivoting into the leather handbag and small leather goods category.
Products & Operations
editHandbags
edit
Behno New York specialises in luxury handbags made of fine top-grain leather. Behno New York is recognised for its sleek and modern designs, meticulous craftsmanship, and an emphasis on conscious processes. Behno New York handbags are available in unique colour schemes.
Behno New York is recognised for its sleek and modern designs, meticulous craftsmanship, and an emphasis on conscious processes with ethical manufacturing practices enabled through 'The behno Standard.'
Global Expansion & Katrina Kaif
editIn 2023, Behno New York expanded into the India market, setting up its regional operations in Mumbai, India.
Katrina Kaif, a British actress based in Mumbai, India, joined Behno New York as its investor and Brand Ambassador. Katrina Kaif is a global personality, distinguished performer, and an award-winning entrepreneur. With a series of blockbuster films to her credit, Katrina Kaif has become one of India's highest-grossing female actors and has been recognised with over 30 prestigious awards. She has over 115 million combined followers on social media and is recognised as a tastemaker and authoritative voice on championing timeless fashion.
Operations and Locations
editBehno New York is a global brand with its design studio headquartered in New York City. Behno New York has partnered with tanneries and factories across India for its production needs.
Shivam Punjya, Behno New York's founder, serves as the brand's Creative Director. Denise Seegal, former President and CEO of Nautica/VF Corporation and founding President at DKNY, serves as Behno New York's CEO. Purab Chhaya, former VP and Business Head at online retailer Nykaa, serves as Behno New York's COO.
Recognition & Awards
editPress & Media
editBehno New York has been featured in The New York Times, Forbes, Vogue, Oprah, Marie Claire, Elle, Harper's Bazaar, Cosmopolitan, The Wall Street Journal, Evening Standard, Daily Mail, New York Post, InStyle, The Business of Fashion, WWD, The Daily Beast, Femina, Architectural Digest, Grazia, The Cut, Refinery29, People, among others.
Fashion Group International
editIn 2019, Fashion Group International awarded Behno New York the "Rising Star Award" for brand viability, branding, sales & distribution, and personal interviews. Previous winners of Fashion Group International's Rising Star Award include Tory Burch, Michael Kors, Jason Wu, Phillip Lim, among others.
The Vogue Business
editIn 2023, Shivam Punjya, the founder of Behno New York, was chosen by The Vogue Business editorial team as one of The Vogue Business 100 Innovators as a next-gen entrepreneur and agitator. He was hand-selected by The Vogue Business editorial team to be recognized as an individual at the forefront of the fashion industry's overhaul. The Vogue Business 100 Innovators list spotlights people around the world who are fostering new ideas, pushing forward innovation, and changing the future of the fashion industry. It champions those working behind the scenes to create the companies that are driving new ways of thinking and doing business
Accessories Council of America
editIn 2020, The Accessories Council of America named Behno New York one of the Top 5 finalists for the Design Excellence Awards Other nominees included Fendi, Givenchy, Jimmy Choo, Chloe, Sperry, Frances Valentine.
Green Carpet Awards
editIn 2018, Behno New York was nominated for the highest award in sustainability in the fashion industry and was a Top 5 finalist in Livia Firth's Green Carpet Challenge. Punjya pitched to a jury in Paris comprised of Ellie Goulding, former Vogue UK editor-in-chief, Edward Enninful, CNN style correspondent, Derek Blasberg, television host and philanthropist, Petra Nemcova, investor, Carmen Busquets, former Matchesfashion.com fashion director, Natalie Kingham, among others. Behno New York was enlisted as a top five finalist and attended The Green Carpet Awards in Milan, held at the Teatro alla Scala. The Green Carpet Awards were founded by Livia Firth and have been attended by the likes of Anna Wintour, Cate Blanchett, among others in the fashion and media world.
United Nations
editBehno New York founder, Shivam Punjya, received an invitation to address more than 750 diplomats and figureheads at the United Nations on the topic of fashion as a social mobilizer.
Sotheby's
editIn 2016, Sotheby's extended an invitation to Behno New York to launch its Garment Worker Project in New York City at a cocktail reception co-hosted by celebrity stylist Micaela Erlanger and Shivam Punjya. As a part of the Garment Worker Project, photographer Dan Smith and videographer Kent Matthews captured portraits and a documentary film at MSA Ethos, Behno New York's partner factory.
The Commonwealth Fashion Exchange
editIn 2018, Her Majesty, The Late Queen of England, invited Behno New York to Buckingham Palace to present HRH, The Princess of Wales, Catherine Middleton, a sustainable evening look and to speak on ethics as a part of The Commonwealth Fashion Exchange. The Commonwealth Fashion Exchange was celebrated during a private reception at Buckingham Palace in conjunction with London Fashion Week. The reception was attended by industry leaders including Anna Wintour, Livia Firth, Edward Enninful, among others.
References
edit- ^ New York, behno. "Sense of Behno". behno New York. Retrieved 2024-07-16.
- ^ "Last Night's Look: Love It or Leave It?". Peoplemag. Retrieved 2024-07-16.
- ^ Stankus, Janine (2018-02-19). "Handbag Label Behno Is Transforming Its Garment Workers's Quality of Life". SURFACE. Retrieved 2024-07-16.
- ^ "The Behno Manifesto".