The Ash is more than merchandise — it’s a curated extension of Label Astha Garg, created to give people a tangible piece of the brand’s inner world. Rooted in the spirit of the label’s creative family — often referred to as the cult — The Ash offers high-quality, meticulously crafted products that reflect the audacity, edge, and individuality that define our universe.

The name The Ash was born in a moment that perfectly mirrors the brand’s raw authenticity. One late night, two members of the cult — the inner family behind the label — left Astha a voicemail with the name. By morning, it had become part of the brand’s DNA. Instinctive, effortless, and entirely aligned with the identity of Label Astha Garg, the name simply made sense.

This is more than a label. The Ash is for those who feel part of the movement — who wear the brand not just for its aesthetic, but for what it represents.