Boring Label

At Boring Label, our story is one of resilience, passion, and unwavering commitment to quality and family. It all began in 1998 when Sushil Goenka founded Royal Textiles, driven by a dream to build something meaningful for his family.

Starting with a small loan, Sushil embarked on his journey in the cotton industry, embracing the challenges with determination. By the year 2000, his hard work bore fruit as he moved his family into their own home, stepping out of a joint family setting into a space where they could thrive and grow.

Despite early struggles, Sushil's dedication never wavered. He built strong networks and connections, laying a solid foundation for Royal Textiles. In 2006, seeking new horizons, Sushil ventured into the stock market.

However, the 2008 financial crisis dealt a heavy blow, leading to significant losses and risking his family's financial security. Yet, he didn't give up. Sushil returned his focus to Royal Textiles, rebuilding with renewed vigor.

By 2014, embracing innovation, he transitioned from traditional hand looms to automated looms, taking another leap of faith with a new loan. But in June 2024, a severe health crisis landed him in the ICU for a week.

Realizing the physical demands of running a factory were becoming too much, and encouraged by his children, Sushil decided to channel his passion into a new venture. Thus, Boring Label was born—a Direct-to-Consumer brand rooted in over 25 years of experience in the cotton industry.

With a deep love for cotton and textiles, we are committed to delivering luxury, high-quality Supima cotton garments, starting with t-shirts. Boring Label isn't just a brand; it's a legacy of perseverance, family values, and an unyielding dedication to excellence.

We invite you to join us on this journey, wearing not just a product but a story woven with love, resilience, and the finest cotton.