- #HGCREATORS
- #HGEXPLORE
- #HGVOICES
- #HGSHOP
- CAREERS
- ABOUT US
- CONTACT US
Young Indians today are exploring their identities and aren’t afraid of embracing their unique take on sartorial dressing. Carrying forward a spirit of unconventional and the uncharted is No Grey Area, a contemporary homegrown brand focusing on modern Indian representation.
The label tends to incorporate Indian craftsmanship with the contemporary functionality of streetwear, which is a focal point in its latest collection as well. The luxury prêt-à-porter label’s third collection Agni Apaas is an ode to the balance of elements that are the basis of all cosmic creation and its impact on human existence and nature. It is interesting to note the reference to Indian mythology that each hand-crafted garment represents.
The collection can be described as an amalgamation of abstract expressionism and surrealism in its purest form, to the point of simplicity. With this drop, No Grey Area explores various concepts such as how water has memories within its chemical creation, how fire leaves behind the scars of experience, and the all-seeing eyes of climate revolution from its lush, rich green and blues, to the muted and barren browns that it may become with neglect. All with subtle nuances so as to make us ponder and endeavour to find our balance.
“We wanted this collection to truly showcase the east meets west so we married the concepts of the bhootas (the elements) ‘Agni’ & ‘Apaas’ to illustrate the global issue of climate change. My favourite pieces from the collection are the trench shacket and the dhoti joggers. They’re all garments that have been created using traditional blocks (sherwani, Nehru jacket and dhoti) but have been modernized using contemporary fabrics and functional pockets and closures.”
— Arnav Malhotra, Creative Director of No Grey Area
Comprising tee’s, polo’s, hoodies, sweatshirts, bombers, trench coats, gilets, shackets, dress shirts, shorts and dhoti pants that appeal to the urban Indian, the colour palette is inspired by themes of fire and water, from the deep hues of our neighbouring oceans and the bright terracotta of Indian pottery to the soot of the ash left behind for remembrance.
View the label here.
If you enjoyed reading this article, we suggest you also read:
