5 Homegrown Labels Merging Utility, Precision Tailoring, and Personal Expression

The realm of streetwear fashion emerged from the need for blending utility with personal expression once upon a time, and it was usually beloved by those who were part of certain subcultures; From surfing and skating to hip-hop music and beyond. But with changing times, streetwear has become embraced by the masses, and what qualifies as ‘streetwear’ has also shifted. The era of hoodies, tees, joggers, and cargoes being considered streetwear is long gone. More often than not, high fashion and streetwear is increasingly blurring the lines. Out of the many shifts that emerged in recent times, elevated essentials that highlight craftsmanship, functionality, and capture cultural narratives have emerged in streetwear fashion too. From tailored trousers that can be worn to your corporate day job and then quickly adapted to a wild night out with a few changes, sartorialists are turning to well-tailored garments that capture the plurality of their personality, through modern elevated streetwear pieces.

From the aesthetics of utility wear to the revival of nostalgic Y2K elements, the Indian fashion landscape is especially evolving to embrace comfort, versatility, and statement-making designs. In this feature, we look at a few homegrown labels that are tapping into global trends while tailoring them to resonate with the distinct ethos of modern Indian consumers, offering elevated essentials that transcend seasonal trends and pigeon-holed ideas of what streetwear ought to be.

A collaboration redefining streetwear by blending versatility with elevated essentials, August by homegrown designer ADK and curated shopping platform 21.12 is unique in many ways. Crafted to transition seamlessly from day to night, this collection designed by Avishi Dayal Kalra for 21.12 shifts the focus from bold statements to timeless, transformative attire. As a platform aimed at conscious consumers, 21.12 champions ethical fashion, building a transparent community-driven ecosystem for homegrown labels. By marrying ADK's innovative streetwear aesthetic with 21.12’s values and sensibilities, the capsule collection offers wardrobe staples that inspire the wearers to style themselves in a way that is truly expressive of who they are. 

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Standing at the intersection of custom-made, genderless fashion, Parmo Dharma is a homegrown label offering an array of versatile pieces that blur the lines between traditional and contemporary styles. From unisex baggy multi-pocket tassel pants to collared corset blazers paired with high-slit skirts, each piece and outfit is tailored on demand, ensuring inclusivity in sizing and personalization. Celebrating individuality above all, the label emphasizes functionality with bold design, making it a standout star by offering bespoke pieces for all its customers.  

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Founded by Komal Bundile, The ROK draws inspiration from resilience and spirituality, highlighting values of peace, health, and inner strength through their attire. The debut collection, Drop 888, combines tailored blazers, pleated skirts, and versatile accessories in a celebration of individuality. The family-run label champions limited production, mindful crafting, and adaptability, ensuring each piece can transition between formal and casual settings, reflecting the power and perseverance central to the brand’s ethos and blending into the overarching narrative of tailored streetwear pieces.

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A label that offers minimalistic, functional luxury that bridges the gap between high street and designer wear, Whim was founded by designer Poorvi Munim. Born from a desire for individuality, the brand focuses on timeless essentials that prioritize comfort and quality over fleeting trends. Designed in Southeast Asia and made in India, Whim’s pieces reflect the founding designer’s experience in costume design and her travels, offering versatile options that empower modern individuals to express themselves effortlessly. The oversized fits, dramatic details and experimental silhouettes are a marker of personal expression, that is synonymous with streetwear that makes a statement through personal expression. 

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An urban womenswear label rooted responsibly, Esse Clothing offers contemporary, luxe designs, crafted following sustainable principles. According to their website, by marrying fragility and strength, tradition and modernity, the brand's design philosophy emphasizes longevity and simplicity. From hand-embellished bodysuits to vegan leather trench coats, and a myriad of other experimental designs, Essé pieces are crafted using artisanal techniques that nurture social and environmental change. Intending to foster a mindful relationship between consumers and their clothing, the brand is redefining luxury that highlights craftsmanship and responsible production methods.

Follow them here.

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