Last updated : May 21, 2026 3:28 pm
Designed by V.De Studio, Roar for Good’s store design deeply connects with the brand’s philosophy on sustainable fashion through responsible materiality, functional longevity, and mindful customer experience.
Roar for Good (RFG), a fashion and lifestyle brand, started with a simple idea - fashion shouldn’t cost the Earth. Crafted in small batches from hemp, bamboo, and organic cotton, the Mumbai-based brand offers sustainable clothing for the conscious Indian. Stepping into offline retail in 2025, the brand's vision was to create a space that genuinely reflected its sustainable philosophy — for which it collaborated with V.De Studio. Today the brand has its offline presence in Hospete and Bareilly.
Explaining the initial brief shared with V.De Studio for the brand’s 900 sq. ft. store in Hospete, Karnataka, Rajan Pillai, Co-Founder of Roar for Good says, “We wanted a store which talks about what the brand stands for. We didn’t want to use anything synthetic or materials like MDF. We wanted to keep it very natural. The concept was to make it feel like you are walking into an art gallery where everything speaks – the furniture, the merchandise, the communication – everything.”
Raw and minimal
Instead of creating a heavily styled retail space filled with decorative elements, the interiors of the store were intentionally kept raw and minimal. Cement-finished flooring and walls replaced elaborate finishes and tiling, giving the store a grounded feel. Metal fixtures, recycled materials, wooden hangers, and natural textures were used throughout the space to establish the eco-conscious narrative.
The store also integrates recycled surfaces developed from repurposed snack packaging waste sourced through a Delhi-based recycling company. These recycled sheets have been used on display platforms and fixtures, subtly showcasing how waste materials can be transformed into functional design elements.
Speaking about the retail identity, Geeta T, Managing Director, of V.De Studio says, “The sustainable concept for the store is built around three core pillars — responsible materiality, functional longevity, and mindful customer experience. Every design decision was connected to these principles to create a retail environment that is aesthetically refined, operationally practical, and environmentally conscious.” She further adds, “We used durable and eco-friendly materials such as concrete flooring, recycled plywood, metal fixtures, and lime plaster wall finishes to reduce environmental impact. Energy-efficient lighting, optimized layouts, and minimal material wastage further supported sustainability in both construction and day-to-day operations.”
Letting the products speak
The layout and store ambience have been designed to encourage customers to slow down and spend more time within the space. Greenhouse-inspired corners, indoor plants, and calm seating areas soften the industrial material palette while adding warmth and comfort.
According to Rajan, the intention was always to keep the focus on the product and its story rather than overwhelming customers with furniture or luxury finishes. “We kept it very minimalistic where it’s all about the product getting highlighted – how it is made, how it helps the environment, and how it benefits the consumer. We are not here to just sell products; we want to create awareness and educate people.”
This educational aspect has become an important part of the in-store experience. Customers are encouraged to engage with the products, understand the materials being used, and learn about the environmental impact of fast fashion. The brand strongly believes that physical retail creates trust because customers can touch, feel, and experience the products directly.
An evolving concept
One of the major challenges during execution was maintaining consistency in sustainable materials while ensuring quality and timelines. The team collaborated closely with local vendors and craftsmen to source and develop materials that aligned with the project vision.
Adding to this, Geeta mentions, “Another hurdle for us was maintaining a raw and minimal visual language while ensuring the space remained warm, engaging, and customer-friendly. The team focused on refining every detail, from fixture proportions and finishes to lighting and circulation, so that the store could deliver both strong brand storytelling and efficient day-to-day retail performance.”
The store concept has continued to evolve across newer stores in cities like Patiala, with each location helping refine the retail experience further. The brand now plans to expand aggressively across tier-two and tier-three cities, aiming to open 25 stores within the year.
Lighting: Lumilo Lights
Fixtures: Instor India Pvt. Ltd.
Signage & Printing: V.De Studio
Visual Merchandising & Props: V.De Studio