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Fast fashion has its upside – the affordable price points, the easy access it offers, and the ability to stay on-trend, always. But the downside is weighty – the waste it creates, the unethical conditions in which they are manufactured, and the cookie-cutter designs. India has a wealth of fresh homegrown talent that is shaking up the industry with its unmatched prices, local and mindful production, and standout designs that transcend the whims of trends and seasons. If you are #vocalofrlocal, then these are some labels you want in your closet.
1. No Grey Area
With their debut drop Phantasm, No Grey Area delves into an alternate realm with their surreal prints. An ethereal composition of animalistic parts, these are mutated to form creatures that are bizarre. The ‘Flying Fish’ print showcases fish with wings; ‘Retro Galactic’ features a deer-tiger chimera; ‘Cat In The Pod’ is a feline with butterfly wings nestled in a cocoon. These fantastical prints are transposed onto relaxed separates that range from everyday Tees, resort wear-like shirts, relaxed bombers, and fuss-free bottoms. Homegrown in Chennai, keep your eyes peeled for their upcoming drops.
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2. Two Point Two studio
Two Point Two Studio hinges on the idea of inclusivity. Not only is the label Agender (it caters to neither of the binaries), but is also size-inclusive owing to its oversized and androgynous silhouettes. With attention to surface detailing in the form of applique, embroidery, and threadwork, they employ waste fabric to ensure zero waste production. XXL shapes are the brand’s calling card.
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3. Hos Streetwear
Easygoing unisex street styles that combine contemporary influences with emerging cultures is at the centre of Hos’ designs. With design elements inspired by subcultures, their casual line-up features shirts in bold prints, patchworked jackets, and attention-grabbing bottoms. Half-and-half is the brand’s signature statement and we can get behind their quirky yet low-key ‘Half and half floral shirt’ that has replaced our dad-borrowed tropical shirt.
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4. Moral Science
Coalescing luxury street style aesthetics with utilitarian designs, Moral Science’s off-kilter designs are gender-fluid. Creating one-off pieces and small capsule collections, their line-up includes saccharine bomber jackets and souped-up safari suits in bold prints and upbeat colors. While our collective current living situation refrains us from playing tourists, their blinged-out and embroidered waist-packs can be strapped on for a trip to the kirana.
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5. Almost Gods
Almost Gods ventures into the niche of streetwear in India with its cop-worthy unisex offerings. The label has all the trappings of a quintessential streetwear label – logomania max, graphic Tees, oversized hoodies, slogan sweats, and XL jackets. Their bestsellers include the hand embroidered ‘White Noise Jacket’ that features hand embroidered macrame work, the ‘Garden of Earthly Desires’ Jacket with a bold jacquard weave, and the iconic Last Supper jacket with exquisite hand-embroidered details and beading.
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6. Biskit
Keeping comfort, function, and durability at the centre, Biskit treads into streetwear with its unisex designs. Their minimal aesthetic translates in their use of monochromatic graphics, pared-down palette, and boxy silhouettes. Founded by a brother-sister duo, their designs feature all the requisite elements of street style – XL sweatshirts, bomber jackets, comfy Tees, and classic starchy shirts.
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7. Six5Six Street
Imagined by a brother-sister duo, the label aims to use fashion as a form of expression. With an underlying message to question everything, their line is heavily inflected with streetwear influences. Expect graphic and slogan Tees that will resonate with the millennials, oversized co-ord sweats, trendy bucket hats, tie-dyed separates, and cool jackets for layering.
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8. Urban Darzi
Putting fabric waste and deadstock to good use, Urban Darzi is a responsible and circular label. Upcycling existing pieces and blending them with handwoven Indian textiles, the label aims for complete transparency by breaking their costing down for the consumer. The ‘Denim Pyjama Pant’ is upcycled from pre-loved and discarded vintage jeans while their ‘White Chip Shirt’ is consciously and responsibly designed using post-consumer food waste. With 10 thoughtful pieces under their CoV-2 collection, the label aims to support the less privileged.
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9. Origin
A commentary on pop culture and current ongoings, their designs will tickle your funny bone. Their affordable price point that belies their cool aesthetic is not the only thing we love about the label – the witty T-shirts and cosy sweatshirts have a statement appeal. Their bestsellers and our favourites include the ‘Quarantine and Chill’ crewneck, ‘Ridin with Mona’ crewneck, and the ‘Batman Booger’ sweatshirt.
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10. Triune store
Print-on-print, vibrant colour blocking, three-piece matching co-ords – nothing is too bold for the label and its tribe. With a breezy line-up of vacay shirts, psychedelic windbreakers, OTT jackets, and relaxed bottoms, their latest collection The Kawai Kawai Game is bedecked with kawai elements in pop colours. DM them to shop their trans-seasonal designs.
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11. Strey
The chaos of Mumbai and the mundane details that surround us are the inspiration behind the label. Heavy on graphics, bold designs, and complex embroideries, their creations have a rebellious spirit. Shop the printed Tees, relaxed hoodies, track pants, and breezy shorts to dress down in style.
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12. Croquis India
Minimal, not basic, the label is for those that are on the lookout for stylish basics for everyday wear. With a pared-down silhouette and understated design, these can feature heavily in your rotation owing to its versatile nature. The XL puffer bomber jacket is what we will be putting our money on.
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13. NoughtOne
You may be homebound, but you have got to look the part for your Zoom calls. Enter NoughtOne with their hybrid designs. A balance between conventional and contemporary, the label melds Indian textiles and traditional with technology. You can see this in their black and white colour palette and sharp silhouettes interspersed with easy hoodies and joggers for your downtime.
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