They-Vicky is rooted in transformation
Our Story
Where It Began
The name theyVicky comes from my own name, Deviki, expressed phonetically to make it easier to understand across cultures. In many ways, it reflects the spirit of the brand, taking something deeply personal and reinterpreting it so it can be experienced more widely.
The Craft
Every piece in the theyVicky collection begins as an authentic luxury garment, sourced from pre-owned markets, selected for its form, its fabric, the way it holds light or drapes across the body.
Then, the reimagining. Working with artisan partners trained in traditional Indian textile techniques — gota patti, zardozi, mirror work, kantha, hand embroidery — theyVicky reimagines the silhouette. A tailored jacket gains a sequined yoke. A silk skirt, a hand-stitched hem in metallic thread. The garment remains what it was; the craft becomes what it is now.
What emerges is singular. A true celebration of heritage technique and contemporary form. Pieces meant to be worn, collected, and eventually passed on from generation to generation.
Meet Deviki
Deviki Gupta bridges the world of contemporary luxury fashion with Indian textile heritage. Her vision for theyVicky combines her passion for sustainable fashion with deep respect for traditional Indian craftsmanship.
Our Values
Sustainability
Every piece begins its second life with us, reducing waste in the fashion industry.
Heritage
We preserve and celebrate the centuries-old art of gota patti embroidery.
Uniqueness
Each piece is one of one — no two are ever alike.
Quality
We source only from the world's most celebrated fashion houses.