"I hate the word 'pivot'. Everybody's like, 'We're not doing that anymore. With Bhaane, it's not like that. It is -pretty much just us. Our headspace is the same, it's just gotten more mature," says Nimish Shah, as Bhaane completes 10 years.
Light on its feet yet always memorable, the brand has forged a strong identity rooted in the lives of young urban Indians. As one of the most prominent premium homegrown labels to come out of the mid-2010s wave of creative entrepreneurship, Bhaane is known for its elevated generic clothing that's sometimes cheeky, sometimes nostalgic, but always current. It's not current as in trendy - it's current as in relevant. Shah has been at the helm as Creative Director since 2018.
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