Capsul is an Indian multi-brand streetwear store that has blazed a trail for Homegrown fashion since its inception. We recently asked its founders to tell us a little about their latest campaign — Confidence, not Conformity.
Tell us a little about this project.
'Confidence, not Conformity' is a multi-artist collaboration between Capsul and Choreographer/Artist - Chow En Lai, Photographer Kirti Narain, Creative Director - Rituraj Singh, creative agency - Mattr India and editor Bishwajeet Singh. Our vision was to feature En Lai — a fearless artist and to showcase how streetwear can be styled in disruptive ways. We believe that inclusivity in streetwear is crucial for breaking stereotypes. Continuous efforts are needed to ensure everyone feels represented and respected within the community. Capsul is a platform for fashion, concepts and experiences. We are a two-way street that focuses on both people and product.
Describe your creative process and the purpose with which you create.
Collaboration is the bedrock of our creative process. We love to collaborate with individuals and collectives with a unique and inclusive point of view.
What are some of your biggest inspirations and influences over the course of your artistic career so far?
The business of culture inspires us.
You can follow Capsul here.
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