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Our mission

EthniCottons exists to create thoughtfully designed, ethically crafted clothing that honours heritage, supports conscious living, and feels gentle on both people and the planet.

We are committed to using natural fabrics, celebrating traditional craftsmanship, and designing timeless pieces that encourage comfort, connection, and mindful everyday living.

Our vision

Our vision is a world where clothing is made with purpose, where what we wear supports wellbeing, empowers artisans, and respects the earth.

EthniCottons aspires to bridge cultural heritage with modern design, inspiring a slower, more meaningful approach to fashion beyond trends and profit.

Founder

Hello, I’m Jaine (pronounced Jayni).

I was born and raised in London, England, and now call Melbourne, Australia home. My roots, however, stretch much further, through East Africa and back to Northern India. My grandparents migrated from Gujarat to Kenya, where my parents were born and raised, before eventually settling in the UK in the 1970's. Growing up between cultures gave me a deep appreciation for heritage, craftsmanship, and the quiet beauty of tradition passed down through generations.

Professionally, my background is in Project Management, IT, and large-scale Operations and Logistics, including major global sporting events. Through both work and personal travel across Asia, the Middle East, Europe, and Africa, I’ve seen first-hand the stark contrasts in how societies treat people, resources, and the environment. These experiences stayed with me, especially witnessing how far removed modern consumption has become from nature, sustainability, and human connection.

Like many, the post-COVID world shifted something in me. Mental health challenges intensified globally, social disconnection grew, and in Australia we’ve seen rising domestic abuse and emotional strain within communities. Through volunteer work, social projects, and my own personal journey over the last couple of years, I began to deeply understand the importance of reconnecting the mind, body, and soul. Practices like yoga, meditation, and intentional self-care aren’t trends, they are grounding tools that remind us how we want to live and feel.

That reflection naturally extended into the everyday choices we make. What we eat. What we wear. What we allow to touch our skin. We often say something “feels good for the soul”, but rarely pause to ask why.

EthniCottons was born from that question.

I wanted to create something meaningful, clothing that feels gentle on the body, honours heritage, and respects the hands that make it. EthniCottons blends my Indian cultural roots with a modern, Western aesthetic, using natural fabrics, ethical craftsmanship, and purpose beyond profit. Each piece is designed to be breathable, effortless, and timeless, clothing you can truly live in.

At its heart, EthniCottons is about humanity, empowerment, and conscious living. It’s about choosing better for ourselves, for others, and for the world we share.

Thank you for being part of this journey 🤍

Our team

No one person has all the skills, the knowledge and capacity to do it all.........our strengths in life and in business lie in our individuality and what we bring to the table and how that combines to build the bigger picture. EthniCottons believes in providing opportunities for people, and learning and growing from people who have walked a different path.