In a riveting development, the Indian streetwear scene is experiencing a remarkable transformation, largely driven by post-pandemic comfort clothing trends and Gen Z’s enthusiastic embrace of global street culture. According to a new report by Canvas8, a global strategic insights practice, this dynamic shift is redefining India’s fashion landscape.
Authored by Dhvani Solani, the report titled “What’s driving Gen Z Indians towards streetwear culture?” delves into the factors fueling this trend. It features insights from Mumbai-based stylist and creative advisor Ekta Rajani, and Bhavisha Dave, co-founder of Capsul Collective, India’s first multi-brand streetwear platform.
A Fusion of Local and Global Trends
Historically associated with Western subcultures such as surf, skate, and hip-hop, streetwear in India has now carved a unique identity that resonates deeply with a young, fashion-conscious demographic. The Indian sportswear market is projected to experience significant growth, with the streetwear segment skyrocketing to INR 5.3 trillion in 2023. This underscores its rapid expansion and popularity among consumers.
Cultural Movement and Market Evolution
Streetwear in India has evolved beyond a mere trend; it’s now a cultural movement reflecting global influences while integrating local narratives. This scene is evolving to cater to the diverse tastes and preferences of India’s vibrant youth. Bhavisha Dave notes, “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.”
Rise of Homegrown Brands
A new wave of Indian designers and brands is making significant strides in the streetwear scene. Labels such as Almost Gods, Jaywalking, and Biskit are redefining Indian street fashion with innovative designs and culturally resonant collections. These brands utilize social media to connect with their audience, contributing to the democratization of fashion consumption in India. Local brands are filling market gaps by offering unique designs that blend global aesthetics with Indian craftsmanship.
Comfort and Functionality
The pandemic has shifted fashion priorities towards comfort and functionality, spurring the rise of urban athleisure. Brands like Jaywalking and Huemn are leading this trend with their relaxed silhouettes and quality craftsmanship, appealing to a generation that values both style and comfort. The pandemic accelerated the adoption of streetwear in India, with consumers seeking versatile clothing that blends seamlessly into their lifestyles.
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Sustainability and Future Prospects
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 champion Indian textiles and artisanal techniques, adding unique cultural flair to their collections while promoting sustainable fashion. As Indian consumers become more environmentally conscious, sustainability will become a key factor in the streetwear market. Ekta Rajani suggests, “Embedding sustainability as a default feature could bridge this gap. Looking ahead, government mandates on transparency and sustainability may become inevitable.”
Market Outlook
The Indian streetwear market is poised for robust growth, fueled by youth-driven demand and evolving fashion preferences. As international brands like Extra Butter and Limited Edt enter India, the market is set for further expansion, catering to a diverse audience of fashion enthusiasts across the country. Nick Morris, UK-based founder and Managing Director of Canvas8, encapsulates this sentiment: “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.”
The full report, “What’s driving Gen Z Indians towards streetwear culture?”, is available for download for a limited two-week period at Canvas8 Report.
