Tania Kottoor, founder of West X East, carves a niche in fashion by merging South Asian inspiration with modern design techniques.
Tania Kottoor, the founder of the Brooklyn-based fashion brand West X East, is carving a niche in the modern fashion landscape by blending cultural inspiration with innovative design techniques. Established in 2020, West X East seeks to present South Asian-inspired fashion through a customizable lens, appealing to a diverse, contemporary audience.
Kottoor, a first-generation Indian American, developed a passion for fashion from a young age. She would often spending her summers in India, where she discovered a vast array of designs in Vogue India that were not readily available in the United States. “There was so much amazing design,” Kottoor told amNewYork. “So many amazing collections that weren’t coming back to America.” This early appreciation laid the foundation for her future endeavors in fashion.
Before embarking on her entrepreneurial journey, Kottoor honed her craft at Condé Nast College of Fashion & Design in London. Her talent was recognized early on when she was dubbed “one of the next leaders of luxury fashion.” Her business took off particularly during her own wedding, where she designed and produced 75 unique outfits, garnering attention and ultimately being featured in Vogue’s “Over the Moon.”
However, the path to success was not without challenges. Like many business owners, Kottoor faced hurdles that emerged during the COVID-19 pandemic, including production delays and difficulties in securing adequate funding. In 2024, she re-launched West X East with a notable promotional push, including a billboard in Times Square. This exposure has contributed to sales of approximately 2,000 pieces since then.
To further propel her brand, Kottoor participated in SCORE’s 60th Anniversary Pitch Competition, where SCORE, a nonprofit organization dedicated to mentoring small business owners, received over 2,200 applications and narrowed the field to 60 competitors. Kottoor was selected as one of the 45 finalists and was assigned to work with SCORE New York City mentor Carolyn Katz, who commended Kottoor’s business and product, stating, “I think she’s amazing. I thought she had such a great company and product.”
As Kottoor continues to refine West X East’s business model, she has recognized the need for evolution. Initially, customers were allowed to influence every aspect of garment design; however, Kottoor found this model unsustainable. She has since transitioned to a collaborative approach that enables customer input while maintaining the brand’s integrity. “It’s customizable with parameters that we set and what we think will look good at the end,” Kottoor explained.
Looking ahead, Kottoor aims to secure an angel investor to scale her production further. Additionally, she is exploring potential collaborations with larger established brands, such as Brooks Brothers, to enhance the visibility of West X East and reach a wider audience. As the brand grows, Kottoor remains focused on creating culturally rich, customizable fashion that resonates with today’s consumers.
Source: Noah Wire Services
