Game Changers

As streetwear gains momentum on home ground, we unearth the youth-fueled independent labels that are marking the onset of a new wave.

- Tanya Mehta

If you were to analyse it microscopically, the concept of streetwear in India presents two paradoxical visuals – in its authentic form, it’s actual clothing from the streets, the Madras-checked lungi walking through the labyrinthine market, the starched cotton sari sitting next to you on a 9 am local, and the pleated nylon sundress at the neighbourhood bakery. The other half of the spectrum represents the capacious sweatshirts, belted cargo pants 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 is dominated by international streetwear labels such as Champion, Off-White, Supreme, Vetements and Stüssy, among others. These brands might have limited availability locally, but consumers are still willing to go the extra mile to get their heady fix of logomania.