A recent report published by Canvas8, a global strategic insights practice with expertise in cultural and behavioural trends, finds that the Indian streetwear scene is undergoing a transformative boom, driven by a fusion of post-pandemic comfort clothing and Gen Z’s embrace of global street culture.

The report, ‘What’s driving Gen Z Indians towards streetwear culture?’, was authored by Dhvani Solani and includes expert comment from Mumbai-based stylist and creative advisor, Ekta Rajani, and Bhavisha Dave, the co-founder of Capsul Collective, India’s first multi-brand streetwear platform. It reveals that as homegrown brands rise alongside international icons, India’s fashion landscape is witnessing an exciting evolution, blending local sensibilities with global trends.

Once synonymous with Western subcultures like surf, skate, and hip-hop, streetwear has carved out a unique identity in India, resonating deeply with a young, fashion-conscious demographic. With the Indian sportswear market projected to grow significantly and the sneaker market flourishing, the streetwear segment in India soared to INR 5.3 trillion in 2023, underscoring its rapid expansion and popularity among consumers.

Streetwear in India is not just a trend; it’s a cultural movement that reflects global influences while weaving in local narratives. The scene is evolving uniquely, catering to the diverse tastes and preferences of India’s vibrant youth.

Beyond international heavyweights like Supreme and Stüssy, a new wave of Indian designers and brands is making waves. Labels such as Almost Gods, Jaywalking, and Biskit are redefining Indian street fashion with innovative designs and culturally resonant collections. These brands leverage social media to connect with their audience, contributing to the democratization of fashion consumption in India.

Local brands are stepping up to fill gaps in the market, offering unique designs that blend global aesthetics with Indian craftsmanship. Notes Bhavisha Dave, co-founder of Capsul, India’s premier multi-brand streetwear store. “I feel this revolution is not just because the young are proud of our identity and heritage but also because Indian brands are doing a really good job and offering great quality.”

Amidst the pandemic, comfort and functionality have become paramount in fashion choices, fuelling the rise of urban athleisure. Brands like Jaywalking and Huemn are leading the charge with their relaxed silhouettes and quality craftsmanship, appealing to a generation that values both style and comfort in their everyday wear.

The pandemic accelerated the adoption of streetwear in India, as consumers sought versatile clothing that blends seamlessly into their lifestyles. From oversized tees to statement joggers, streetwear offers a sense of identity and expression, bridging the gap between fashion and personal style.

The preference for local brands among Indian consumers has surged, with many opting to support community-driven initiatives and sustainable practices. Brands like Kardo and NorBlack NorWhite are championing Indian textiles and artisanal techniques, adding a unique cultural flair to their collections while promoting sustainable fashion.

Sustainability will become a key factor in the streetwear market as Indian consumers grow increasingly aware of environmental issues and gravitate towards brands that prioritize transparency and ethical practices. But, as Mumbai-based stylist Ekta Rajani notes, people are buying for design and cool cred, not primarily for sustainability: “Embedding sustainability as a default feature could bridge this gap. Looking ahead, government mandates on transparency and sustainability may become inevitable. Brands that integrate sustainability into their ethos now can avoid desperate pivots in the future.”

Looking ahead, the Indian streetwear market shows no signs of slowing down, with projections indicating robust growth fueled by youth-driven demand and evolving fashion preferences. As international brands like Extra Butter and Limited Edt make inroads into India, the market is poised for further expansion, catering to a diverse audience of fashion enthusiasts across the country.

Nick Morris, UK-based founder and Managing Director of Canvas8, said: “Streetwear in India is not just about fashion; it’s a cultural statement that blends global influences with local narratives, reflecting the dynamic and evolving tastes of India’s youth.”

‘What’s driving Gen Z Indians towards streetwear culture?’ may be downloaded here for a limited 2-week period:

https://www.canvas8.com/library/reports/2024/06/18/whats-driving-gen-z-indians-towards-streetwear-culture

For an in-depth exploration of this story, including exclusive quotes or a Q&A with the report authors, please contact Danny Chaplin at Chaplin Public Relations.

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