The background to the globally successful label is as romantic as the clothes. Hiro and his wife Radhika migrated to the UK. Born out of a passion for beautiful fabrics and exquisite clothing, Hiro and Radhika began the Aftershock story in 1985 on a market stall in Petticoat Lane in London's East End. Radhika was forced to sell her wedding ring so they could purchase a market stall with the dream of one day creating a new, unique, dynamic fashion concept.