Our Story
Founded by Ashwin Rastogi and Ruhani Aggarwal, INCLUD is a lifestyle brand built around the way kids actually live. Boldly, curiously, and completely on their own terms.
We design clothes, accessories, toys, and everyday essentials that don't just dress kids up. They become part of how kids show up in the world. From the outfit they reach for every morning to the toy they won't put down at bedtime, everything INCLUD makes is built for real life and the personalities filling it.
Every Child Deserves to Feel Seen. That's Where INCLUD Begins.
Every Child Has a World of Their Own. INCLUD Is Built For It.
Childhood isn't just a phase. It's a lifestyle. It's the outfit chosen with conviction at 7am. The backpack that feels like an extension of who you are. The toy that sparks a three-hour imaginative spiral. The hair clip that completes the look before school. The lunch box that somehow says everything without a word.
In 2023, Ashwin & Ruhani set out to build something that understood this. Not just a kids wear label, but a lifestyle brand for children. One that treats getting dressed, going to school, playing outdoors, and growing up as opportunities for self-expression. Not just logistics.
INCLUD sits at the intersection of global design and real childhood. We look at how kids move, what they love, and who they're becoming. Then we build everything around that.
Our Inspiration
We don't design in a vacuum. Our ideas come from watching real kids. How they play, what they gravitate toward, and the small moments where personality shines through. Global fashion trends inform us. Children's lives define us.
Our 04 Pillars
Meet The INCLUD Family
Every child fits in — because every child is different.
