CellDSGN was set up in 2003 by Smita Singh Rathore and Shani Himanshu. Both the designers trained in Milan at the famous Domus Academy. The designers then worked with brands including Neil Barrett, Pachamama and Levis.
In the words of the designers, the brand showcases everlasting fashion and features handcrafted designs highlighting individuality. The aesthetics display a strong personality and expression, but the brand does not believe in dated fashion. The brand caters to a fashion forward audience with a personal style.