I’m not a huge sneakerhead and it is rather funny, because I write about streetwear and fashion, quite a bit here at Homegrown. And even though I may not be an avid collector, I am always an admirer of design objects that are unique and tell a great story. The brand Gully Labs is a label that I've stayed tuned to, for how they are adding local flavour and utilising traditional crafts to create high-performing sneakers, all designed and manufactured in India too.
But their latest release, the Naadu sneaker that came out during Onam, is one that made me stop in my tracks. It featured the off-white hue of Kerala Sarees and Mundu and had details in a vibrant green hue, and kantha woven patterns that depict our state animal - the Elephant's tusks, but also refer to the traditional Chundan Vallam (racing boats). The final detail that cinched it all together is how the ‘Gully’ logo is written in Malayalam script at the back of each pair.
To the uninitiated, Naadu may seem unassuming at first glance, but the longer you keep looking, the more intricate details that speak volumes are revealed. The Kerala-inspired tongue label, featuring a boat motif, and tiny dotted details like a Pookalam (flower carpet) is a nod to the iconic snake boat races that fire up our backwaters during Onam. Each element is carefully crafted to reflect Kerala's beauty — from the colour palettes to motifs that pay heed to our aesthetic landscape. The Malayalam script embroidered on the shoe adds another authentic cultural touchpoint, making the Naadu more than just footwear, but rather a wearable narrative of Kerala’s spirit.
Co-founders Animesh Mishra and Arjun Singh of Gully Labs were keen on ensuring that the shoe represented more than just surface-level aesthetics. As Mishra explains, “Indian culture is not uniform. For us to truly be homegrown, we have to represent our homeland, which also means talking about and including more regions and languages in our narrative.” Their decision to focus on Kerala was both personal and symbolic - Arjun's family spent three years living in Trivandrum, while Animesh’s backpacking adventures across Kerala left a deep imprint. As they considered launching the Naadu, Onam emerged as the perfect opportunity to celebrate Kerala’s legacy and extend a message of belonging to people far from home.
Bringing Kerala To Life
The Naadu sneaker is a thoughtfully designed product that goes beyond aesthetics. "We reached out to a bunch of folks who grew up in Kerala and put together a list of colours and elements associated with Onam," says Animesh. These consultations formed the foundation of the design process, leading to the earthy colour palette and motifs that evoke the state’s lush landscapes and rich history. The shoe’s thick grain genuine leather upper and natural rubber sole combine durability with comfort - features that are functional, but perhaps even a little symbolic of Kerala's rugged, but welcoming spirit. Whether it’s the natural imagery or the tactile feel of the shoe, every aspect of Naadu aims to immerse wearers in Kerala’s culture.
Naadu: The Beginning Of A Series
Gully Labs is just getting started. The Naadu sneaker is the first in a potentially long series of regionally inspired sneaker designs to come. "We want to expand this concept to more regions and languages," Animesh reveals, hinting at future iterations in different silhouettes. The goal is not only to create a collection of regionally inspired sneakers but to foster a dialogue around the diversity of Indian culture.
Why start with Kerala? For Animesh and Arjun, the choice was personal but also an opportunity to spotlight a region often overlooked in mainstream narratives. “People don't talk about Kerala enough,” says Animesh, adding that the Naadu sneaker also serves as a message for those living abroad. It’s a way for them to stay connected to their roots, especially during a major festival like Onam when being far from home can feel most difficult.
At the core of Gully Labs' mission is a manifesto that calls for a shift in how we view our own culture. Through their manifesto, the co-founders have shared how they feel like Indian stories haven’t been celebrated or elevated enough, especially in comparison to global cultures that are revered for their authenticity and detail. The Naadu sneaker is part of their continued effort to change that, offering a product that doesn’t just replicate Western trends but tells a distinctly Indian story. The Naadu sneaker, therefore, is much more than just a shoe; it’s a statement about embracing Indian identity, celebrating regional diversity, and crafting narratives that resonate deeply with the homeland.
Follow Gully Labs here.
If you enjoyed reading this, here's more from Homegrown:
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House Of Urmi's Contemporary Silhouettes Invoke Kerala's Distinct Cultural Identity
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