"It was a wonderful experience interacting with you and appreciate the way you have planned and executed the whole publication process within the agreed timelines.”
Subrat SaurabhAuthor of Kuch Woh Pal
When the tides change, will your brand sink—or set sail?
Fashion isn’t just about trends. It’s about vision, voice, and values that outlast the noise. Before the Tide Turns is a breakthrough guide for creative entrepreneurs who want to design not only garments, but also enduring brands.
What you’ll discover inside:
A powerful narrative following Alina, a fictional fashion founder whose struggles mirror every creator’s reality—uncertainty, ambition, and the fight for relevance.
12 immersive chapters blending storytelling, strategic frameworks, and reflection exercises—so you don’t just read, you build.
A 12-week practical roadmap in the appendix to transform raw ideas into a launch-ready fashion business.
Insights drawn from design thinking, entrepreneurship, and brand storytelling—distilled for the fashion industry.
Who this book is for:
The dreamer with a sketchbook and a deadline.
The designer craving clarity amidst chaos.
The brand-builder ready to evolve beyond inspiration into execution.
Part story, part workbook, part strategy compass—this book doesn’t just inspire; it equips you. By the end, you won’t just understand how to ride the tide of fashion—you’ll know how to steer it.
Before the Tide Turns is more than a book. It’s your compass to finding true north in fashion and beyond.
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Jagdish Chawla
Jagdish Chawla, better known as JC, is the mind behind Design Wolf Studio, where style meets sustainability and smart technology. His fashion journey began on the shop floors of Raymond, right when the iconic “Complete Man” campaign was reshaping how India thought about menswear.
It wasn’t just a job—it was a front-row seat to how powerful storytelling and consumer insight could shape retail. That early exposure to brand psychology and human behaviour became the foundation for everything he built afterward.
Over three decades, JC went on to shape leading fashion brands across India, Southeast Asia, and Sri Lanka—pioneering private labels at Shoppers Stop, launching Ducati fashion at Flipkart, and driving innovation at Reliance Trends, Aviraté, and Matahari.
Today, he mentors emerging fashionpreneurs through his 12-week brand incubation programme at Design Wolf. In this debut book, he blends practical strategy with poetic storytelling—offering a reflective roadmap for building lasting brands in an ever-shifting market.
