ΤΟ THE STREETS

India's trailblazing street style designers on self-expression, breaking the rules, and redefining their brand ethos.

- SHUBHANGI JINDAL

DHRUV KHURANA

FOUNDER AND CREATIVE DIRECTOR, ALMOST GODS

"During my time in college in the US, streetwear and sneaker culture were really becoming a thing. I became obsessed with it-camping outside Supreme and Nike stores, travelling across the country for sneaker drops. It was the first time I saw fashion as a tool for cultural communication and conversation. Once I came back [to India] from college, I was determined to start this conversation in the country as well.

Streetwear as a movement brought accessibility and interest to a world of fashion and culture that had seemed far removed from those not engaged in its discourse. It acted as an entry point for us into these conversations, however, the more time we spent building Almost Gods, the more we realised that it was a small component of the broader world of fashion.

It is very cool to see this realisation grow in the industry as brands engage with both high and low areas, truly driving cultural output with strong merchandising. Our vernacular draws on global markers of power derived from history and mythology blended together with Indian design principles to not only build a strong identity around the feeling of being 'Almost Gods' but also uplift South-Asian makers of self-expression. We speak to a new generation of audience that seeks community and sees India operate neck and neck with the best in the world."

PRAKHAR CHAUHAN FOUNDER, PRXKHXR

"Streetwear for me has always been about regular, daily-wear clothes. When I started my brand, there were little to no places where I could find a good, loose-fitted printed shirt. Most brands only crafted tailored or formal versions, which did not resonate with me. So, I thought of doing exactly that [making clothes according to his style] and it has been a joyful journey ever since.