Brooklyn-based fashion brand West X East is stitching its way to success.
Founded by Tania Kottoor, a first-generation Indian American, West X East is a “tech-forward fashion brand that elevates cultural fashion” by creating customizable South Asian-inspired outfits.
As a child, Kottoor spent hours in the corner of her local library, flipping through fashion magazines while her mother assumed she was checking out books. She was particularly drawn to Vogue India during summer visits to her native country.
“There was so much amazing design,” she said. “So many amazing collections that weren’t coming back to America.”
Before launching West X East, Kottoor studied fashion design at Condé Nast College of Fashion & Design in London, where she was recognized as “one of the next leaders of luxury fashion.” She started her business in 2020, designing and producing 75 outfits for her wedding, showcased by most of her family.
“I almost died of stress,” she said. Her wedding creations were later featured in “Over the Moon” by Vogue.
Like many entrepreneurs, Kottoor faced significant obstacles, from production slowdowns during the pandemic to securing funding. In 2024, she re-launched West X East with a billboard in Times Square and has since sold 2,000 pieces.
Looking to expand, Kottoor entered SCORE’s 60th Anniversary Pitch Competition. SCORE, a nonprofit that provides free mentoring to small business owners, received more than 2,200 applications, narrowing the field to 60 competitors. Kottoor was one of 45 finalists and, as a reward, was paired with SCORE New York City mentor Carolyn Katz.
“I think she’s amazing,” said Katz, a former venture capitalist. “I thought she had such a great company and product.”
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West X East’s business model is constantly evolving. Initially, the brand allowed customers to dictate every aspect of a garment’s design, but Kottoor found that approach unsustainable. She shifted to a more collaborative process, giving customers creative input while ensuring the final design stayed true to the brand’s aesthetic.
“It’s customizable with parameters that we set and what we think will look good at the end,” she said.
As the brand grows, Kottoor hopes to find an angel investor to help scale production. She is also exploring collaborations with larger brands such as Brooks Brothers to expand West X East’s visibility.
