Rohina Lulla, the visionary behind #EffybyRo shares a personal note about the collection.

The lockdown skies were a visual representation of beauty and of hope globally. The drastic drop in pollution levels enabled light waves from the sun to jet through the emptiness of space, to collide, bounce and scatter in hundreds of directions to produce a cotton candy sky that lifted our collective spirits. We created a print based on actual images of the sky during the lockdown. The glittery stars amplify our comfortable organic cotton jersey pieces to create an effortless dressy vibe. These coloured clouds inspired the print on our launch collection: Colours of Clouds.

It all began with a conundrum. Our search for comfortable clothing that didn’t break the bank or hurt the planet was never ending. The solution? A capsule collection designed by Rohina Lulla that has been long in the making and ticked all the boxes.

Effortless. Comfortable. Affordable. Sustainable.

Why Effy by Ro?

Organic Cotton

The fabrics are 100 % GOTS certified Organic cotton free of any toxic chemicals.

Sustainable Packaging

The plastic packaging is biodegradable and compostable.

Effy Cares!

We donate 1 mask for every product sold. It's our way of giving back to the community.

Unmatched Comfort

No uncomfortable labels are sewn into any of our garments. Our care and content labels are printed on the garments for maximum comfort.

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