Indian Streetwear Takes the Global Stage: A Cultural Movement Redefining Fashion
10 Sept 2024 5:42 PM IST
Picture Courtesy : DC
The article is authored by Anchit Kapil, Co-Founder & CEO, Crepdog Crew
Streetwear is no longer just a niche subculture in India—it’s becoming a major force in fashion. With the market projected to exceed USD 1 billion by 2027-28, Indian streetwear brands are now setting global standards and shaping global trends. The fusion of style, creativity, and comfort has made streetwear a staple for all, from casual wearers to fashion-forward individuals.
Driven by creative designers and passionate consumers, India’s streetwear scene is flourishing, with social media playing a key role in this growth. The rise of social media has enabled Indian designers to present their work to a worldwide audience. The local streetwear scene is now influencing international markets, offering a blend of heritage and modernity that’s hard to find elsewhere.
A Cultural Shift More Than Just Clothing
Streetwear in India isn’t just about fashion; it’s a symbol of cultural expression and creativity - it's a narrative. It allows designers to tell stories through their creations and consumers to express their identities through what they wear. These homegrown labels aren’t merely selling products, they’re crafting a culture that resonates deeply with consumers.
For the modern Indian shopper, wearing these brands is a way to express their identity and align with a cultural movement that’s authentically Indian while having a global appeal. They are also drawn to the unique experiences these brands offer—experiences that often rival those of international labels. It’s no wonder that homegrown labels are gaining traction and loyalty at an impressive pace.
Affordable Luxury & Unique Craftsmanship Meets Accessibility
A major factor behind the success of Indian streetwear is its accessibility, rooted in a rich tradition of craftsmanship. Unlike international brands, local labels seamlessly fuse traditional techniques with modern design, creating distinctive and meaningful collections at affordable price points without the burden of import duties or long shipping delays. This shift has brought cutting-edge fashion to Indian consumers at a fraction of the cost, allowing streetwear to become a staple in everyday wardrobes. The blend of craftsmanship and affordability has positioned Indian streetwear as a rising force in the global fashion landscape.
10 Homegrown Brands Shaping India’s Streetwear Scene
India’s streetwear industry is full of innovators. Here are 10 brands to watch as they push the boundaries of fashion and culture:
- DEADBEAR®️: Embraces minimalism with simple yet undeniably appealing designs.
- DIVINE THREADS: Fuses culture and futuristic designs to offer affordable, high-quality fashion.
- ESTHREALL: Blends the aesthetic and ethereal to create artistic, transcendental designs.
- FARAK: Redefines Indian artisanship by merging traditional craftsmanship with modern streetwear.
- HUEMN: Crafts contemporary, unisex clothing informed by social and cultural narratives.
- LEAVE THE REST: Sportswear-inspired streetwear, built on the philosophy of limitless ambition.
- LOST MY ACCENT: Seamlessly combines vintage nautical charm with modern streetwear aesthetics.
- NATTY GARB: Tells stories through collections that fuse past, present, and future cultural influences.
- THE AESTHETIC OF RESISTANCE: Represents an ideology, movement, and revolution in streetwear.
- WARPING THEORIES: Explores timeless, neutral designs that challenge conventional streetwear norms.
The Future of Indian Streetwear
As India’s aspirational consumer base continues to grow, the country is poised to become one of the most significant markets for both domestic and international streetwear brands in the next five to ten years. Indian luxury street fashion is not only making its presence felt on the runway but is also being embraced by celebrities worldwide, opening doors to new audiences and expanding its reach far beyond Indian borders.
The future of Indian street fashion is not just promising—it’s unstoppable. As the industry continues to innovate and grow, it’s clear that India is not merely following in the footsteps of the West but is boldly stepping out to lead the way on the global stage.
( Source : Deccan Chronicle )
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