How Licensing Partnerships Are Fueling India's $850 Million Streetwear Market

In India, where pop culture and fandom hold immense influence, streetwear licensing has provided a unique platform for brands to connect with their customers on a deeper level.

- VAISHNAVI GUPTA

In recent years, streetwear has gone from a niche culture to a major force in fashion, and licensing collaborations have played a pivotal role in this transformation. Indian streetwear brands like The Souled Store and Bonkers Corner are spearheading this movement, leveraging partnerships with global franchises to set trends and meet the growing demand for pop culture-driven designs. As more customers turn to fashion that resonates with their identities, interests, and passions, these brands have tapped into the emotional power of nostalgia and fandom. The result is a booming streetwear licensing market that not only drives growth but also reshapes how fashion is consumed.

The Growth of Streetwear Licensing in India

Streetwear has always been a reflection of culture, blending elements of music, art, and entertainment to create something that speaks to youth and trendsetters. The Souled Store and Bonkers Corner are shining examples of how licensing collaborations have taken the streetwear industry by storm in India. Vedang Patel, Co-Founder of The Souled Store said, “We’re building the home of pop culture, where any new TV show or cool movie has to be represented through our designs. That’s what sets us apart – creating fan-focused products that truly resonate with our audience.”

By bringing in iconic characters, movies, TV shows, and music licenses, Indian streetwear brands have given consumers something more than just clothing. Collaborations with global franchises have not only elevated these brands’ profiles but also allowed them to cater to a wider audience, creating a sense of community among pop culture enthusiasts.