Between pairing Dad’s old cotton shirts with bell-bottom denim trousers, or accessorizing with bangles, jhumkas, and bindis is the streetwear of a generation that no longer sees Indian and global as separate. What just a decade would be called 'ethnic wear' has been integrated into everyday casuals rather than relegated to ceremonial use. This shift is also reflected in homegrown brands that are distilling textiles, techniques, and cultural memory into streetwear and contemporary silhouettes. The focus is on material intelligence, construction that borrows from craft disciplines, and an understated design language built from the vocabulary of traditional indian sensibilities. Here are three brands on our radar that are crafting subtle, functional, and globally conversant pieces — without losing sight of where they come from.
Baroodi is a contemporary Indian menswear label that fuses urban streetwear grammar with a reverence for craft — translating traditional textures, embroidery and Kashmiri-making techniques into considered, pared-back silhouettes for the city. The label’s seasonal drops and tightly curated capsules lean on tactile detail (buttoned jackets, embroidered tees and woven blends) and a restrained palette, signalling a design agenda that privileges tactility and cultural depth. Baroodi has been noted in roundups of India’s emergent streetwear scene and is visible primarily through its Instagram-led releases and small-batch previews, positioning the brand as part of a newer wave of homegrown labels that foregrounds collaboration with artisans while speaking a modern, metropolitan language.
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Laturia Shop, helmed from Jaipur by Mihika Meena (who operates under the moniker Laturia), is a small-batch atelier that reimagines forgotten Indian textiles — particularly vintage saris into bold, contemporary garments and accessories, marrying conscientious upcycling with a playful, tactile sensibility. The project reads as a deliberate exercise in craft preservation: pieces are often hand-stitched or patched from hand-embroidered and handwoven fabrics, and the label positions itself as an ongoing exploration of India’s textile traditions repurposed for modern wardrobes. Beyond product-making, Laturia’s practice is embedded in visual culture: its founder is active as an art director and stylist, and the brand communicates primarily through an intimate Instagram-driven catalogue of limited releases, pop-ups and collaborative shop placements.
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Pinanki, the eponymous label of designer Pinanki Shah, advances a singular vision of clothing where sustainability and South Asian heritage converge through a contemporary lens. Rooted in Pinanki's formative experiences across Mumbai, Jaipur, and Auroville, and now based in London, the brand uses surplus fabrics, heritage muslins, and handwoven textiles, transforming them into adaptive, size-free silhouettes. Its construction methods — often zero-waste and drape-driven,create garments that evolve with the wearer, prioritising longevity. Beyond its material integrity, Pinanki cultivates a quiet radicalism: reclaiming precolonial craft narratives while speaking to the urgencies of modern sustainability.
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