![Das Holistic](https://cdn.magzter.com/1334070477/1709114601/articles/oR5Q84A-11709207762633/DAS-HOLISTIC.jpg)
AFTER A FEW eerily quiet years, during which Himanshu "Heems" Suri (of Das Racist and Swet Shop Boys) was more likely to be found in the music industry's executive suite than onstage, the Punjabi American rapper is once again in the spotlight. In fact, when we speak by phone from his home in Long Island, New York, he is putting together vinyl packages for Lafandar, the second release on his new Veena imprint, recently launched in partnership with Mass Appeal India, while simultaneously prepping the syllabus for a class on marketing global music that he'll be teaching this fall at the Clive Davis institute at NYU Tisch.
That's just today's multitasking. Lafandar-which was released in February and features Heems's polyglot rhyme styles over the dusted, minor-keyed beats of Chicago producer Lapgan, is slated to be followed by another full-length album in May. That one, a collaboration with Australia-based electronic musician Sid Vashi, is titled Veena, and will sell through a web-based brand of the same name that comprises much more than a mere landing page for the record. Veena.nyc is a multipart venture that includes an online zine helmed by editor Meghna Rao, formerly of The Juggernaut, plus a range of fashion and imported food and wellness products. Though Heems certainly wouldn't be the first rapper or musician with an online shop through which they sell some band tees and other merch, Veena feels a bit more, well, holistic in both theme and approach. Though the suggestion of a musical instrument, and its association with the goddess Saraswati, was very intentional, "Veena" has an even more personal meaning for Heems; it's his mom's first name.
"I think it's common, with Indian businesses, to name it after your kids. But I don't really have kids so I named it after my mom," he explains. "I thought it would be a nice way to honour her."
Bu hikaye GQ India dergisinin February - March 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Giriş Yap
Bu hikaye GQ India dergisinin February - March 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
![Why Is Everyone On Steroids Now?](https://reseuro.magzter.com/100x125/articles/698/1728503/2NLR7LXhy1718025119573/crp_WHY-IS-EVERYONE-ON-STEROIDS-NOW.jpg)
Why Is Everyone On Steroids Now?
Suddenly, steroids and a slew of other performance enhancers are moving out of the shadows and into the fitness routines of a new category of enthusiastic user. Across the internet and in gyms, how did body-modifying drug use become so ubiquitous, so effective, so...normal? And can it really be a good thing?
![LET THE LUXURY GAMES BEGUN](https://reseuro.magzter.com/100x125/articles/698/1728503/mCPjKJ4421718023659659/LET-THE-LUXURY-GAMES-BEGUN.jpg)
LET THE LUXURY GAMES BEGUN
This summer, as athletes and fans descend on the enmeshed in the Games. It's the grandest convergence of sports and luxury Paris Olympics, LVMH is spending a fortune making sure its brands are ever-but what can it tell us about the Arnault family's broader ambitions?
![The Resurrection Of Rishabh](https://reseuro.magzter.com/100x125/articles/698/1728503/5Zv_ZiDlZ1718021354742/crp_THE-RESURRECTION-OF-RISHABH.jpg)
The Resurrection Of Rishabh
Just 18 months after a life-threatening car accident, the star cricketer has made the most improbable comeback.
![Burning Bright](https://reseuro.magzter.com/100x125/articles/698/1728503/QJjClUZg11718027231397/BURNING-BRIGHT.jpg)
Burning Bright
Lakshyaraj Singh Mewar of Udaipur is the scion of one of the world's oldest royal dynasties. He is also an excellent barista and has a penchant for miniature cars and trains.
![CORE INTEREST](https://reseuro.magzter.com/100x125/articles/698/1728503/Ytsw9y5Xz1718026777471/CORE-INTEREST.jpg)
CORE INTEREST
In a GQ exclusive, three transgender men talk about their relationship with fitness.
![The Rise of Flavoured Whisky](https://reseuro.magzter.com/100x125/articles/698/1728503/Um99HvfPE1718026595409/THE-RISE-OF-FLAVOURED-WHISKY.jpg)
The Rise of Flavoured Whisky
By carrying dominant traces of ingredients like honey, citrus, apple, cinnamon, cherry and vanilla, these blends smoothen the usquebaugh's bite.
![Going for Gold](https://reseuro.magzter.com/100x125/articles/698/1728503/UeSmxXFYk1718026327181/GOING-FOR-GOLD.jpg)
Going for Gold
Satwiksairaj Rankireddy and Chirag Shetty-or Sat-Chi as they're better known-have had three successful years, winning badminton titles along the way, and breaking records and dry spells for the country. Now, they're heading into the 2024 Olympics with the enthusiasm, energy, and experience it takes to bring home the gold.
![TAG Heuer's New Formula 1 Is Fuelled by Nostalgia](https://reseuro.magzter.com/100x125/articles/698/1728503/dkxlZgvRh1718026162951/TAG-HEUERS-NEW-FORMULA-1-IS-FUELLED-BY-NOSTALGIA.jpg)
TAG Heuer's New Formula 1 Is Fuelled by Nostalgia
The iconic '80s sports watch is back with an upscale refresh thanks to Kith.
![DISCO MYSTIC](https://reseuro.magzter.com/100x125/articles/698/1728503/_rFUAFQkX1718022831741/DISCO-MYSTIC.jpg)
DISCO MYSTIC
Asha Puthli was the quintessential creative multihyphenate before the term was invented. Now, unexpectedly, the 79-year-old musician is making a big comeback with new music, collabs, and a Glastonbury performance.
![REDEMPTION SonG FRANCIS NEWTON SOUZA](https://reseuro.magzter.com/100x125/articles/698/1728503/f25VwL16g1718022178908/REDEMPTION-SONG-FRANCIS-NEWTON-SOUZA.jpg)
REDEMPTION SonG FRANCIS NEWTON SOUZA
He was condemned, celebrated and copied. Exploring the life and legacy of India's most controversial artist a century after his birth.