The brand celebrates heritage, craftsmanship, and authenticity, creating clothes inspired by the spirit of like-minded women from across the globe who are fierce, strong, creative, and independent. Extracting color, pattern, and style inspiration from the world over, String Code is a collection for the global woman.
“String, as in, We’re all connected,” Pandey explains. “Code, as in, The infinite potential of the resilient human genome. How we look and how we feel is a story that defies time and space.”
String Code is driven by a spirited desire to empower women of all backgrounds, instilling in them the confidence to pursue their ideal life path and compete on an equitable platform. The brand offers inclusive sizing and flattering silhouettes that complement and accentuate every body type.
Pandey’s casual motto for the brand is, With proper accessories, you can wear these clothes everywhere. Pandey is, notably, pulling colors and styles from everywhere, the patterns and aesthetics blend home and lifestyle designs. String Code is not an Indian brand, but a global brand, revolutionary in its breaking of borders, ceilings, and meager, shortsighted expectations.
Credit Alex Korolkovas
Before fashion, Pandey was a talented, outspoken marketing executive in Silicon Valley, a feminist pioneer and style icon in the making, leading by action. Pandey always dreamed of being an entrepreneur, a challenge no one in her family had yet to take on. “I was always clear about wanting to do something in apparel and women’s fashion.
Pandey also founded Indie Roots, an artisan collective that curates unique products directly from artists to consumers. Pandey’s deep understanding of the fashion and retail industry combined with her background of success in technology innovations uniquely positions her to create a connected and sustainable future. With technology driving innovation in retail today, Pandey’s unique perspective made Forbes Business Council take notice.
Pandey has been accepted into the Council, the foremost growth and networking organization for successful business owners and leaders worldwide. Criteria for acceptance include a track record of successfully impacting business growth metrics, as well as personal and professional achievements and honors.
“I have extensive knowledge of global markets and my ability to navigate complex business challenges make me an ideal candidate to contribute to the council's mission of promoting and supporting entrepreneurship and innovation. I am thrilled and honored to be joining the Forbes Business Council as a female entrepreneur, especially while launching my new fashion brand. ,” said Pandey.
Credit Alex Korolkovas
Women's empowerment and mental health are at the core of String Code's identity. Not only is the brand focused on giving women confidence in a male dominated culture, String Code also initiated the “It’s Ok” project, an awareness community and digital campaign to help support anyone struggling in their everyday lives. “It’s Ok” aims to help individuals regain the confidence and hope they need to thrive.
Amid the current tumultuous state of affairs in politics, public health, and human rights, mental health deserves a spotlight more than ever. When the entire world feels collectively and perpetually anxious, sometimes all anyone needs to hear is “it’s going to be ok.” The aim of “It’s Ok” is to help individuals regain the confidence and hope they need to persevere and remind them that they’re never alone.
The last bridging of the gap is between what it means to be a singular, unique individual and part of a global community. Similarly, how does one responsibly engage with a global (ethical) fashion brand and maintain a sense of unique, individual style? “I can only excel when I am Neena,” says the String Code founder. “Clothes are a part of life. I’m interested in pushing the envelope, with comfort and sensuality, day and night, work and play; not just walking the line but pushing the line itself to the very edge, and doing it my way and in style.”
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