Streetwear in India

Market Overview
Streetwear is the democracy of fashion. It speaks to a young
demographic that is highly influential and globally connected. Although
globally it may be at a whole different level, India is sure catching
up. The spectrum represents the capacious sweatshirts, belted cargo
pants, sneakers and graphic T-shirts. While this strain of streetwear is
newfangled in its nature, it’s certainly a widespread movement. The
current social conversation among many fashion-conscious millennials
and Gen Z is dominated by international streetwear labels such as
Champion, Off-White, Supreme, Vetements and Stüssy, among others.
Many Indian brands like Huemn, NoughtOne, Delhiwear, Gundi
Studios and Space Biskit, among others are also rising to the limelight
with their indegenious style creating a statement ,experimenting with
graphics and designs. In a bid to create a local voice, these brands are
also going sustainable and offering handicrafted products to connect
with the people and expand their market.
Womenswear in Streetwear
As a category introduced in India, streetwear has long been male
dominated, in both its key players and its sizing and tailoring. But a
new crop of designers are beginning to tip the scales, introducing fits,
colors and concepts on the feminine side of the spectrum. A new set of
women consumers who connect with feminism and the street culture,
being all rebellious breaking away from mainstream society, associate
themselves with this new emerging segment of the market. The women
in India are trying to find a way to express themseleves better.
 Sneakers

Oversized Hoodies
Graphical T-Shirts

Accessories
 Graphical pants

Merchandise Mix
Ranging from capacious sweatshirts, belted cargo
pants, sneakers and graphic T-shirts, the Indian
streetwear market is adding evident nodes of the
quintessential elements of the global streetwear
segment.
Forms of Retailing
 Brick and
Mortar Stores
Delhiwear
MERCHANDISE MIX
Bhaane
 MERCHANDISE MIX
MENS

KHAKHIS SHIRTS

DENIMS SHORTS

TEES OUTERWEAR
 MERCHANDISE MIX
WOMENS

TOPS SHIRTS DRESSES SKIRTS

OUTERWEAR SHORTS DENIMS BOTTOMS

SKU’s
VegNon Veg
 MERCHANDISE MIX

SNEAKERS

JOGGERS JACKETS

Rs 3,000
DRESSES HOODIES

Rs 2,100 Rs 4,200

T-SHIRTS SWEATSHIRTS

Rs 1,500 Rs 3,800
Online Stores
Almost Gods
 MERCHANDISE MIX

LOWERS SHIRTS

Rs 12,000 - 15,000 Rs 7,000 - 10,000

ACCESSORIES HOODIES

Rs 2,000 - 12,000 Rs 16,000- 23,000

T-SHIRTS DRESSES SWEATSHIRTS

Rs 3,500- 7,000 Rs 21,211 Rs 21,211

Huemn
MERCHANDISE MIX
NorBlack NorWhite
DRESSES JUMPSUITS ROBES
MERCHANDISE MIX

ACCESSORIES JACKETS PANTS

Haul Apparel
 MERCHANDISE MIX

Rs 950 - 1,200 Rs 400 - 1,000 Rs 1500 Rs 950 - 1,200 Rs 600

 Lakme Fashion Week
Streetwear made a big splash at the fashion week. The
Street Feat showcase comprised runway shows by four
young, homegrown labels—Six5Six Street, Gundi Studio,
Biskit and Jaywalking—that interpreted street style in their
own irreverent, individualistic ways. Targeted at youth,
the collection featured bold colours, vibrant fabrics and
exaggerated designs encapsulating true street essence.
Six5Six Street
• Co-founded by Avni and Amber Aneja.
• Sartorial interpretation of the world we currently live in and where we’re possibly headed.
• The line comprised cropped denim jackets, T-shirts, flared jeans and boxy jackets.
• Clothing was loose and gender neutral with a clever use of accents—holographic prints, statement
pockets, colour blocking, slogans and contrast patches.
• Co-founded by Shruti and Harsha Biswajit.
• Unisex clothing characterised by clean lines, neutral colours and statement accessories.
• The line comprised jumpsuits, oversized T-shirts, overalls and streetwear sets.
• Clothing was comfortable and practical.
• Hints of modern tribalism seen in the models’ abstract white makeup.
Space Biskit
Gundi Studios
• Founded by Natasha Sumant.
• Mixed streetwear with school-wear for a youthful yet edgy collection.
• The line comprised white dresses complete with sheet textile inserts that read “Gundi” in gold
lettering, satin bomber jackets, and sporty separates.
• Clothing represented outspoken, bold and confident woman who refuse to conform.
• Rapper Rajakumari transformed the ramp into a stage for Gundi Studios showcase.
• Founded by Jay Ajay Jajal.
• Neon, neoprene and ornamentation popped on the runway
• The line comprised graphic T-shirts, track suits, slim denim jeans and hoodies with lightning bolts.
• The collection mixed futuristic, cyber styling with 90s throwback influences.
Jaywalking
Brand Study
Capsul
• Curates a select range of products designed by culturally rich brands founded by thought leaders & story-
tellers.
• Aims to be India’s first streetwear shop and purveyors of global street culture in India.
• All about making available pieces that are conversation starters
• Celebrating street culture in India – individually, with brands and through collectives.
Huemn
• Ethos enriched with multiple aesthetics and schools of thought, voices in our communities, crosscurrents in
culture and a constantly evolving narrative.
• Creates products and imagery that aim to instigate thought and inspire conversation.
• The labels’s DNA is young and dynamic and stresses equally on relevance of product as it does on responsibility
in action.
Haul Apparel
• Promote the style that arises from various emerging subcultures that are beginning to have a big influence
on our growing society.
• “Throughout our journey we have been fortunate and blessed to meet many like-minded “Hauligans” who
have joined the Hooligan Army & made themselves a part of Hauligan journey.”- Haul Apparel.
Delhiwear
• A community that wishes to spread the word about Indian culture and streetwear.
• Aim is to promote culture and engage with a conscious audience who appreciate good fabrics, great quality,
reasonable price and community over shopping.
• Story so far represents the essentials and easy clothing options like Vardi, heavyweight hoodie and canvas
jackets.
NorBlack NorWhite
• The philosophies develop from paying respect to the past, questioning the present and creating for the
future.
• Being exposed to the many disappearing art forms and artisan communities in India NBNW was born out of
a desire to re-interpret these ancient practices of textile design.
• Their world is brought together with their textile practices and their love for Michael Jackson, 90’s R n B and
all things old and gold.
Almost Gods
• Streetwear line that focuses on the inextricable link between streetwear and art.
• The first line, “The Garden of Earthly Desires,” aims to challenge traditional expectations of cut, silhouette,
and material innovation, integrating subtle elements from its roots in India into every piece, while maintaining
an urban aesthetic that is relatable enough to reach a global audience.
Bhaane
• Fun, contemporary and relevant clothing brand driven by the ideals of empowerment, individuality and
universality.
• The emerging rise of people wanting to share their own thoughts and work in India was the main catalysts
for the birth of bhaane.
• The signature style of bhaane’s designs is essentially global yet personal supported by superb quality.
• It is experimental and most of all it is always developing – a Work In Progress.
VegNon Veg
• India’s first multi-brand sneaker store having a culture of its own.
• Over time, they are committed to developing India’s own story of sneaker and street culture.
• Carries a heavily curated selection of all kinds of sneakers ranging from classic and heritage models to their
modern tech-infused counterparts, and limited edition or hard to find collaborations across brands.
Nought One
• An amalgamation of streetwear and tailored luxury.
• Unafraid to play with experimental details in tailored finesse
• Nought One has ready-to-wear men’s clothing that is utilitarian, dynamic and urban. 
Jaywalking
• An individualistic fashion brand barely 5-6 months old.
• Jaywalking is anything but conventional.
• From the silhouettes to the fabric choices and colour designs, each apparel showcased screams eccentricity.
Strey
• Established in 2017, Strey is a premium streetwear clothing brand
• The designs are inspired by the city and the small details around that can go unnoticed on a daily basis.
• With heavy graphics and complex embroideries, the bold designs have an unique edge and a rebellious
vibe.
 COMPETITOR
SUB-CULTURE CONSUMER INTE
The interaction in terms of their onlin
CAPSUL Ilustration, Street Culture
and it depicts a story and keeps the

It shows good user interaction as it u

HUEMN Self Expression, Storytelling
people’s experiences.

Their online store reflects their divers

HAUL APPAREL Tattoo Culture, Skate Culture
is intriguing enough to interest a con

It depicts more of a culture rich back

DELHIWEAR Ethnic wear fusion, Delhi culture
helping consumers connect with the

The animation at the start of the onli

ALMOST GODS Art, Innovation, High Street
of curiosity in the consumers.

It portrays a fun, contemporary and i

BHAANE Self expression
interface.

VegNonVeg carries a heavily curated

VEGNON VEG Sneaker Culture sneakers ranging from classic and he
modern tech-infused counterparts

Brand that does not have an online p

NOUGHTONE Hight street interaction but have still made a reac
audience through Instagram

Not having an online platform has no

JAYWALKING Hight street
at all. Instagram has been the mode
helping it grow immensely.

The online platform has the Strey Ca

STREY Counter Culture, Animal Welfare which is one of the most effective wa
potential buyers.
R ANALYSIS
ERACTION FUTURE
ne store is very strong They might explore and come up with their own lines in the future as
consumer in loop. Capsul is more of a stock keeping unit.

uses stories to depict It is purely based on storytelling and they will further dive deeper into the
personal journeys, memories and diversity of the Indian consumers.

sity in subcultures and it They are looking into more subcultures to innovate further and understand
nsumer to further explore. that the growth of a brand comes from innovation and exploration.

kground therefore They are looking into expanding themselves to more of womenswear and
Indian aspect of it wish to take forward the idea of ‘vardi’ and make it a common, everyday wear.

ine store creates a sense Further exploration into Indian art as they have an urbanised approach to
their streetwear collections.

immensely relevant user They do very simple silhouettes which are traditional. Will probably expand
and explore more in the field and the cultural aspects.

d selection of all kinds of Increasing the number of outlets they have and further expanding their
eritage models to their collection.

platform for user They will further explore on unisex clothing as they are mainly concentrating
ch out to the target on men’s clothing as of now.

ot set this brand back They will probably venture with womenswear particularly as they are
of interaction and is concentrating on unisex clothing as of now.

apsule Launch video

Further exploration with graphics and getting inspired by the cultural aspects
ays of interacting with
of Indian streetwear.
Weak Signals
Cool Hunting
Environmental Scanning
Evidence Board
Agitators
TREND THESIS
Streetwear is an amalgamation of various sub-cultures. It’s a democratic way
of portraying fashion. Ideas, expressions and theories which go anti and
beyond the primitive norms and typecast rules, laid down by the old men.
“Streetwear is gender fluid in general but it’s a global phenomenon. Women
aren’t a big part of these communities. The ratio is still very imbalanced,”
says Meenakshi from CAPSUL. But of recent times, womenswear is coming
into focus and this could not have been possible without the rebellious
nature of Indian streetwear. It has given these agitators a medium through
which they express their unique ideas and give them positive possibility
of making it a trend that might be a taboo at present but will surely be an
eye-catching concept, and is bound to catch the attention on the issue of
a passerby.
Discern Aesthetics

TREND THESIS
Indian Streetwear is a new market that is emerging. It is the understanding
of the art of clothing through the process of culture and heritage. India is
a diverse country and this is a boon when it comes to the Fashion industry.
There is scope for exploration and art and illustrations has inspired Indian
streetwear in such a way that today it serves as a medium to portray Indian
mythology, Indian motifs, symbols and many such art influences that are
derived from the culture and also the traditional folks of our country. The
Motifs are inspired by Indian mythology and the depictions of the Rakshas
(monsters) and Kaali in it to further demonstrate the rebellious factor of
Indian streetwear. “Story-telling is the crux of our Indian streetwear and it
is what we base our motives on. The storyline and the brand story make
up a brand not the hype that is built for it,” says Harkrishan Alag from
DELHIWEAR. Art has influenced many grounds of creative fields and now
streetwear is also one of them. Moreover, street art is yet another influential
factor which acts as a medium to help relate the Indian consumers to the
new market that is progressing.
Brainwave

TREND THESIS
Inspiration is a very important factor when it comes to the fashion industry.
It is the core of every blooming trend or fad. Brainwave is such a trend
study that depicts the influence of fields, namely, music and film in India. A
pattern can be drawn from the influencers to the adopters that further make
streetwear in India a path to explore. Artists like Raja Kumari, Diljit Dosanjh
and Badshah pose as trend innovators who influence the consumers round
the country to adopt streetwear. Even movie actors like Ranveer Singh
understand the meaning of individuality and the art of story-telling and with
their influence, there can be seen a growing market of Indian streetwear. It
stands as a medium to explore the many branches of streetwear and helps
to make it something that is original and not of foreign influence alone.
“Streetwear isn’t a trend within fashion, it’s rather a fashion component of a
larger culture / community” says Meenakshi from CAPSUL. Music festivals
like India Music Summit, BUD X and Sunburn have huge inspirations from
streetwear and are responsible for further helping Indian streetwear reach
the right consumers.
 Trend Innovators Trend Drivers

These are the ones that The idea of connecting with

move forward with the western world but still

Cartogram
creativity following all keeping an Indian
around. The idea behind originality is the driving
their thesis is to concentrate force for Discern Aesthetics.
on art and illustrations and The Indian market looks
build upon it. They are towards the street for their
DISCERN AESTHETIC experimental and Indian
culture runs in their veins so
inspiration and truck art is
one sought to form of
much as to bring out the illustration that drives
best of it through their art. streetwear to were it stands
The characteristic of being today. Indian typography
down to earth is what takes plays a vital role in
brands like Huemn and streetwear and is trending.
CAPSUL. Streetwear is a Other driving forces for
rather new trend that is discern aesthetics are
growing in India and Bollywood posters and
certainly one that has been mythological characters tha
awaited for as it lays a influence streetwear in
ground for explorations and India.
the illustrations that GUNDI
studios and Space Biskit
have showcased in their
collections.
 Trend
Trend Impact Consequences Trend Futures

h A lot of awareness has been The trend has led to

“The storyline and the brand
spread in the nation when it collaborations among artists
story make up a brand not
comes to social issues as and brands. For example,
the hype that is built for it.”,
well as political issues due the collaboration between
says Meenakshi, Co-founder
s. to Indian streetwear. Brands Budweiser and Hanif
at CAPSUL. The stories are
like GUNDI have helped Kureshi. FILA India
what takes streetwear
normalise the vulgarity that collaborates with
forward and the future
was initially associated with Indian-Canadian Streetwear
holds more stronger
the word. Also Zardozi is Label Norblack Norwhite.
storylines and a bigger
done by men to cover the
market for streetwear in
s faces of women and the These collaborations are a
India.
same is being used for the result of the rise in
type in the brand which streetwear in India today.
. shows the boldness of
streetwear. Moreover,
streetwear has set a
platform for the young
at generation to speak up for
themselves and that is a
huge impact made by
Indian streetwear.
 Trend Innovators Trend drive

Agitators are the rebels who started

questioning the stereotypical norms, The idea of self-expression, w
revolted against the rules set by old men driving force in its own.
of the society. Indian market has such a strong
influence. There is a clear segreg

Cartogram
They started to dress up in a unique way
which showed their rebellious nature in a men’s and women’s wea
direct way, in which they didn’t have to
raise their voice. Streetwear and its idea of repu
They are mainly brought out through a order to tell a ‘Story’’.
sub-culture, with common interests. This idea was so innovative that
Born out of the Los Angeles surf culture of an impact of it’s own.
Though a taboo, it started ga
AGITATORS
the late 1970s and early 1980s.
Brands include BlauGrun, Ocean Pacific, popularity as a form of art, ide
Hobie, Off Shore, Gotcha and Life's a subculture.
Beach.
Early streetwear brands took inspiration This resulted in rise of indepe
from the DIY aesthetic of punk, new streetwear labels. And early ad
wave, heavy metal and hip hop.
Established sportswear and fashion brands
such as Kangol and Adidas attached
themselves to the early 1980s hip hop
scene.

Soon as Indian opened up to LPG (

liberalization privatization and
globalization-1991) with progression and a
decade later it started to witness the
brands that cater to such agitation and
changes
Indians who were in touch with on goings
of the western world brought in the taste
through their ideas of dressing, in peculiar
ways to question and raise awareness.
Like through music and even by copying
the western influence like, skate boarding,
bikers and street dance.
ers Trend impact Trend consequences Trend futures

was the The taboo of dressing in unique way to The trend was accepted at such a massive
. garner attention, in order to put out your rate, thanks to social media, where one In indian market streetwear has just
g cultural point of view, soon became a raging trend. could flaunt the idea they had bought. started to gain heat.
gation in This uniqueness gave rise to string of
ar. influencers, who were also the early The trend is becoming massy, its not only It will boil further and engulf other aspects
adopters of this trend. sold by exclusive brands, fast fashion of various industries as well.
ulsion, in the ones with a foresight saw this as a brands like Zara and H&M are also coming It will grow. Come up with separate
business opportunity which gave rise up with separate lines, by taking branches and lines.
it created homegrown labels like Huemn, Haul, nor inspiration from streetwear. With stories that’ll be more customized in
black nor white. terms of indivudual traits, but at the same
aining All these brands started at a very small Brands like bhaane have already time will be massy in it’s approach.
ea and scale. These brands sold not just garments established as a retail brand identity.
but a story along with t which was unique.
Also it’s a well known fact how luxury
endent As consumer got more aware, they wanted brands are also disrupting their centuries
dopters. to know, what they were wearing. of classy identity and selling in streetwear
They got more interested in buying a story, silhouette. E.g. gucci, louis vuitton.
with the piece of garment they were
buying

Eg.Brands like gundi studios is brand that

sell itself bytelling a story that empowers
women.
Cartogram
BRAINWAVE
Appendix
Wise Words

DELHIWEAR

“The younger generations will not prefer to go for cliched traditional wear”

“Story-telling is the crux of our Indian streetwear and it is what we base our motives on.”

“Vardi is something to wear everyday, its comfortable clothing. The idea is to normalise kurtas so that
people can wear Vardis on a daily basis, even to work.”

“We wanted to offer something in streetwear that was more Indian and hence we came up with Vardi”

“The design process is largely influenced by the idea of educating the customers and narrating sto-
ries.”

“Even in another 5 years, I can argue about the relevance of the Indian kurta - VARDI or the Nehru
vest in Indian streetwear.”

CAPSUL

“What drives the consumers is the story behind a t-shirt. Each t-shirt is a good story.”

“The storyline and the brand story make up a brand not the hype that is built for it.”

“Streetwear isn’t a trend within fashion, its rather a fashion component of a larger culture / communi-
ty”

“Streetwear is gender fluid in general but it’s a global phenomenon. Women aren’t a big part of these
communities. The ratio is still very imbalanced.”
NORBLACKNORWHITE

“We are always inspired by the streets, the people, colours, food but we didn’t set out with an inten-
tion to design streetwear in its current definition.”

“The streets are the core of street wear. Luxury is lucky to even have a piece of that, and it definitely
makes us feel very strange to see the super high end of what people call street.”

“Hopefully there will always be an accessible point to streetwear cause there should be space for
everyone.”

“For us, India is the gift that keeps on giving. We respect and appreciate all the lessons this place has
to offer and we work to pay respect to what we feel inspired by in India.”

NOUGHT ONE

“India will be ready for a newer aesthetic but I never thought that streetwear is what I’ll concentrate
on because even today it’s a struggle to sell good clothing to people which they can carry on a daily
basis.”

“Streetwear is still not a preferable market to get into right now as its at a very early developing stage.
In the coming 5 years also, it is going to be a troublesome, growing sector, a dicey space to be in.”

“If today you have to open up a brand, you’ll think how to cater to the needs of the people and if you
think about the needs, your whole product will be consumer-oriented.”

“We don’t do collaborations just for the idea of it but because we wish to learn from it and make our
place in the market. “
By:
Bhavana Borah
Nanakdeep Anand
Nithika Romy