“You feel good when you shop,” says Mridula Pai, the founder of the thrift label Love Me Twice, the first branch of which opened in Kolkata in 2020. She has recently opened Love Me Twice’s second shop in Bengaluru at the Paper Boat Collective (PBC), a retail space with environmental consciousness, ethics and mindful production at its core.
Creating a pleasant shopping experience, unlike a rummage through a thrift bin, is key to the brand; Mridula firmly believes that this is absolutely essential for thrift to become mainstream. “We are competing with normal labels, so things like music, how a shop smells, looks… all of it is important,” says Mridula. “We have all sorts of labels, but the aesthetic value drives the curation,” she says.
