Utkarsh (Instagram @thegreybox), is the mind behind A-GAIN, a fashion platform that blends innovation, sustainability and cultural respect. Instead of following the traditional mentor-mentee model, he prefers drawing inspiration from a variety of voices, keeping things collaborative rather than hierarchical. Utkarsh’s approach to fashion is about making sustainability a real, everyday practice, not just a trendy buzzword. The goal is to prove that fashion can be both responsible and revolutionary, making a lasting, positive impact on people and the planet. We had a chat with him about his journey, his approach to sustainability in fashion, and the future of A-GAIN.

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How has mentorship—or its absence—influenced your journey as an entrepreneur?

I prefer to gain insights from multiple contributors rather than relying on a single mentor, avoiding the risks of ego and hierarchy.

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The fashion industry can be demanding. What tools or rituals help you manage burnout?‍

I rely on Notion to organise our business into verticals, with prioritised tasks and deadlines for each contributor. We focus on realistic goal setting and incremental growth for evaluation.

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How do you ensure A-GAIN’s practices are genuinely sustainable and not just greenwashing?

Validating your practices by talking to real people helps you understand their perception of your brand, offering a clearer sense of sustainability and alignment with their needs.

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The line between cultural appreciation and appropriation is often murky. How do you ensure your work respects its sources?

We aim to create original and authentic practices tailored to India’s unique culture, recognizing that Western models, like Poshmark, may fail if they don’t adapt to local needs.

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Do you believe gatekeeping still exists? and how could the industry better support mission-driven brands?

It definitely does but for reasons personal to people/brands who do it. It’s crucial to communicate your mission and values clearly and consistently, so even the harshest critics can recognize their value.

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How do you cultivate a mindset for taking risks, and what role does it play in your vision for A-GAIN?

India is a land of innovation, where finding the right path requires experimental risk-taking and adaptation. Embracing rapid learning and flexibility is central to our strategic approach.

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What inspires your ideas, and how do you stay creative?

I stay creative by listening to others and staying open-minded, focusing on the process rather than the product (Diverge-Converge-Diverge-Converge).

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Tell us about the new A-GAIN app and its role in your sustainability goals.

The app reinforces your brand’s commitment to making it easy to sell clothes, earn money, and discover unique finds, all while promoting sustainability. Some features native to the app will help our sellers better manage their store on the go!

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Anyone you’d like to shout out for their support on this journey?

Special shout out to my business partner Sukh for doing the most. Adrika, Aonen, Dev, Kakum, Hitesh, Sarthak for continuous work support. And all the friends and family who are rooting for us on this journey. 

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Looking back, what’s one piece of advice you wish you’d learned earlier?

Understand what needs to be in what order. Do that timely.

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