"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 stay afloat—or lead the fleet?
In a world where fashion cycles faster than trends can settle, creative founders face a new challenge: not just keeping up—but staying anchored.
Before the Tide Turns is your guidebook for designing relevance in a distracted world. Through the journey of Alina—a fictional fashionpreneur who mirrors every designer's hope and doubt—you’ll learn to listen deeper, sketch smarter, and steer your brand with clarity.
Part story, part workbook, and part strategy compass, this book weaves together insight, reflection, and actionable tools. Across 12 metaphor-rich chapters and a powerful incubator-style appendix, it takes you from artistic spark to launch-ready movement.
For the dreamer with a deadline, the creator with conviction, and the brand-builder ready to evolve:
This isn’t just a book. It’s your tide map.
When the sea stills, will you have sailed far enough?
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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.
