Evolving beyond the primarily Western aesthetic born out of a bevy of subcultures not inherently part of our local cultural landscape, the streetwear trend in India emblematises a fresh, distinctive fashion style with innately home-grown values attached to it — be it through the use of heritage textiles such as jamdani or craft forms like hand-embroidery.
Largely facilitated by young designers, this interpretation succinctly captures the worldview of a more discerning consumer demographic, one that gravitates towards global trends with a subtle yet strong sense of personal intent.
The central tenets of nonchalance and comfort flow easily into the reimagined narrative, especially given the impetus streetwear received during the pandemic, when the trend simultaneously took off in India.
Verve shines the spotlight on 11 contemporary-traditional brands that are striving for the diversification, authentication and recontextualisation of streetwear in an Indian setting through unique sensibilities that centre inclusive views of gender, size and age. While the likes of Raasleela, Margn, Kokun, and Itoh are focused on engaging with more traditional natural dyeing processes or crafts practices, others such as Label Graph, Acid Moons, Leave The Rest, Moral Science, Blueprint, and Aesthetic Of Résistance are paving the way for a modern visual language through their silhouettes, colour schemes and graphics.
The antithesis of high fashion, yet one that is steadily making inroads into the luxury segment thanks to exclusivity crafted via limited-edition drops and statement-making pieces, Indian streetwear is a layered exploration of identity, ethics and politics.
