GenZ-powered brand, Acel, launches its first store in Mumbai and we are oh-so-excited!

Show of hands. How many of you will have entertained the idea of owning a business with your best friend? It could be anything from a cafe in a quaint corner of South Goa to your version of a social networking app. For most of us, this is a fantasy that rarely pans out. It gets left behind as a pipe dream that becomes the butt of ‘remember when’ conversations at reunions. However, two friends—Sufia Lambrou and Aarna Salla showed us that with determination, hard work and a dash of fun, this dream can become a reality. Their brand, Acel, has grown by leaps and bounds in a short period. Recently, it opened doors to its first store in Mumbai and we are so excited!  

We spoke to the co-founders who gave us some insight into their brand. Talking about Acel’s inception, Lambrou says, “We started this brand when we were 17. It started as a thrift store for a school project and it started doing so well that we decided to continue it for about six months and eventually ended up selling all our clothes.”  

The enterprising duo then dabbled in various ventures such as sourcing clothes from export rejects and auctioning luxury products. Things kept flying off their shelves. Eventually, in the course of their journey, they realised they wanted to start their fashion brand and thus, Acel was born. Salla says, “One thing led to another. We went to a fabric store, bought material, went to the closest tailor, and made a corset. We also made a few dresses and pants. That is when we realised that we enjoyed doing this and it led us to start our fashion brand. We just went with the flow and seized every opportunity we got.”   

Since the beginning, Lambrou and Salla have been very determined to build a slow fashion brand that is sustainable. They minimise stock waste by making customised, made-to-order clothes using materials such as pure silk, pure cotton, recycled polyester, and bamboo cotton jersey. Talking about why she and Salla decided to go the slow-fashion route, Salla says, “We do slow fashion because it's more sustainable in the sense that I'm not wasting stock. I don't like seeing what fast fashion is doing to the world." To this, Lambrou says, "Vivienne Westwood always said, “Buy less, choose well and make it last.” So we believe in making something that would fit the person perfectly, something that they love, that they would want to wear again and again.”   

Their second and latest collection—Love Acel—is about finding their own identities and paying homage to women artists through history. The collection features timeless silhouettes such as floral gowns, corset tops, and mini dresses. To describe the collection, Lambrou penned a note that reads, “Throughout history, we women have been the muse for the most beautiful art created. However, there has been little representation of women behind the canvas despite their contributions to the visual arts world. But not anymore. Today is the day we paint our own portraits. It’s the day we learn to harness our own power and own who we are for what we are—incredible multi-faceted human beings.”  

From dressing Janhvi Kapoor for Bawaal’s promotions and Ananya Panday for the recent Jimmy Choo show, these 19-year-olds are on their way to creating a brand to reckon with. When asked about their vision, Salla said, “We're looking at creating collections that make everybody look their absolute best.”  

Acel’s new store is located in Bandra, Mumbai. In-store purchases are available by appointment only. To know more and book an appointment visit the brand’s website.