Behno: A Super Luxe, Community Based Brand


Not only is it important that our items be ethically made, but that they fit into our modern, minimalist aesthetic. Behno, a luxury ethical fashion brand founded by Shivam Punjya, checks all of those boxes. From their chic cuts to their varied, high end textures, they encompass high end, luxury fashion, with more heart than most.

In 2012, while studying women's health and roles in India's garmenting and textiles industries, Punjya realized that about 9 out of 10 garment factory workers were female, and earning less than $1 per day. In 2013, the Rana Plaza garment factory collapsed in Bangladesh, killing over 1100 garment workers. Punjya wanted to make a positive change in the industry, preventing disasters and improving working conditions for the many women in the region. giving birth to Behno.









By partnering with a large nonprofit in India, Behno has helped to create w new type of factory in rural Gujarat. In addition to following international factory standards, the company has created "The Behno Standard," which focuses on fair wages, worker health, and sustainability. Punjya and the company are striving to redefine what it means for an item to be "Made in India," by setting a high ethical standard for their production practices and keeping their luxury appeal by crafting high quality, perfectly tailored pieces updated and modern. 

behno’s mission is to redefine and bring sharp awareness to the
 craft and character of “made in India” and to set a new standard for manufacturing for India’s garment trade that revolutionizes the way garment workers are treated, viewed, and employed.


Improving the quality of life for their garment workers and inspiring positive change throughout the garment industry is on the forefront of Behno's efforts to give back to the community in which they're items are produced. Joon + Co. is proud to carry items from this community-based fair practices brand that is making a difference in the world of fashion production.


The company partners with others, internationally and locally, to move the garment industry forward towards a safer and healthier future. In 2016, in collaboration with the large nonprofit Muni Seva Ashram (MSA) and a garmenting industry expert, Behno helped to build MSA Ethos, a factory in rural Gujarat, India that has been implementing The Behno Standard. The Behno Standard can be broken down into six categories; health, worker mobility, family planning, women's rights, worker satisfaction/benefits, and eco-consciousness. 

behno’s founder, Shivam Punjya, invited fashion photographer Dan Smith and documentary filmmaker Kent Mathews to MSA Ethos to explore the less visible side of fashion. Smith captured the unique individuals of MSA Ethos through an emotional series of intimate portraits while Mathews documented their personal stories and the unique infrastructure of the factory through documentary film.

Ultimately, the project aims to demonstrate that garment workers are not a commodity and that garment production in the multibillion-dollar fashion industry does not need to be based on the exploitation of labor.



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