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1717 By Simmi Saboo

About our Team

At 17:17 we have a talented pack of people working relentlessly to bring forth an aesthetic silhouette. Right from conceptualization to designing, sourcing, and manufacturing, each piece at 17:17 is crafted taking into consideration the comfort of utmost level.

The lead designer Simmi Saboo holds a unique penchant for free-flowing graceful silhouettes. Leading her way from the Designing background she found her calling in the artform of comfort dressing. It was an idea to bring forth a bespoke collection of garments that celebrates the diversity of varying body sizes. Our collection speaks immensely of her creative mindset and cultural inclination.

These weavers and artisans at 17:17 have bought us a prominent advantage of being artistically unbounded. These craftspeople pump the entire new life into garments with their exemplary craft skills. It’s their artistic expertise and skill that offer us an unparalleled edge in this magnanimous fashion field.

About our Work

It was back in 2016 that we marked the start of our humble beginnings. In 2017, our little child was named 17:17 after the date that bought immense joy into our lives. Ever since then we have been artistically and fashionably evolving making comfort dressing our style quotient.

Comfort to us is being gracious in your own body kind while being undeniably chic and modish. We take immense pride in being a brand that caters to the all-inclusive collection for women of all ages and sizes.

2019 March marked our debut in the FDCI Indian fashion Week. Later in the same year, we also made our first appearance at Lakme Fashion Week. We look forward to taking this brand up and above at recognized levels.

About our Art form

Our artform is classic Bohemian paired with sheer COMFORT. We sell comfort packed in the gracious free-flowing silhouettes to take you on a spin. The versatile collection at 17:17 indicates our endearing love for natural fabrics and breezy designs. Each of our garments speaks fluently of the bohemian element within it. Moreover, we are enchanted with the historic and cultural art forms of Pichwai, Gondal, and Bandhej. Our garments are nothing but the representation of these art forms through our aesthetic wear.

17:17 is going to string the chords of your heart with its elegance and flamboyance.

Reasons to shop with us


Free worldwide shipping on all area order above $100


Our support team always ready for you to 7 days a week


Product any fault within 7 days for an immediately exchange.


If your product aren't perfect, return them for a full refund