The lockdown has unlocked an unprecedented rage for the classic T-shirt. The perfect choice between WfH, errand runs, and easy to go straight to bed in. Many streetwear brands have expanded their lines and limited-edition drops have become all the rage. Message tees, comfy tees or some just happy tees… take your pick. Our favourites?
WHAT? Huemn T-shirt’s signature is an oversized, genderless fit that celebrates the late indie poet and novelist, Charles Bukowski. With limited drops that are always sold out, their T-shirts embrace the irreverent flavour that Bukowski was famous for.
WHO? Helmed by Pranav Misra and Shyma Shetty, Huemn has an ethos that aims to instigate thought and inspire conversation through their imagery.
WHERE? Huemn.in and Vegnonveg.com
WHY? Huemn is about starting wider dialogues on individuality, sustainability, gender equality and inclusivity. Right now, they are re-stocking their popular HUEMN+Bukowski Chapter 1 and Chapter 2 T-shirts on November 8, 2020. Go get them now!
SPOTTED ON: Sobhita Dhulipala, Santoshi Shetty, Anurag Kashyap, Karuna Ezara Parikh, Roohi Jaikishan.
2. SIX5SIX STREET
WHAT? A collaborative sports and streetwear venture, here inspiration seems to come from everywhere with no structured design philosophy, but socially and culturally relevant themes.
WHO? Fashion innovator, Avni Aneja and her enterprising brother, Ambar Aneja decided to be a part of something much bigger than just making or marketing clothes – they pride themselves on using catchy phrases and text to sell socially significant conversation pieces.
WHY? Their unique voice transcend countries and norms of conventional shapes and fits. They bagged the contract for the Indian National Football Team in their first year, replacing a big international sports brand!
SPOTTED ON: Ranveer Singh, Ayushmann Khurrana, Alia Bhatt, Kriti Sanon, Divine and Naezy.
WHAT? Motherland is a pop culture, sub-culture and counter-culture platform featuring urban necessities, lifestyle accessories and emerging artists. The Motherland Superstore is where you’ll find interesting versions of everyday things—original designs, exclusive collaborations and specially curated products that will help you look good and feel good.
WHO? Co-founder V Sunil (the creative director behind the Incredible India and Make in India campaigns) first introduced this idea as a bi-monthly magazine, Motherland, aimed to influence and shape contemporary Indian culture in 2010. The Motherland Superstore was unleashed in July 2019.
WHY? That’s not really a question here when you’re being offered a fresh perspective on Indian popular culture—regional classics, hyper-local trends—all slickly designed and delivered to your door. Collections include unisex clothing and I’m going to digress here, but they also offer an arsenal of super snacks, everyday objects and lifestyle supplies. If you’re looking for a mix of good design and cultural relevance browse no further.
SPOTTED ON: Varun Dhawan, Ujjwala Raut, Dolly Singh.
4. NO NASTIES
WHAT? No Nasties are giving us 100 per cent Organic Fairtrade Vegan Tees (the first Fairtrade Licenced clothing brand in India!)
WHO? Founder Apurva Kothari, gave up her tech job in the States to create awareness about cotton farmer suicides and consequently started No Nasties in 2011. This came after years of research to be a truly sustainable, transparent fashion brand.
WHY? They’re a simple, sustainable, and ethical clothing, made in India, working with organic cotton farmers co-operative and a fairtrade certified factory with a completely transparent supply chain. Their designs are unconventional, with fun quirky prints. The basics are a real treat, light and easy sure to become regulars in your wardrobe.
WHERE? Online at Nonasties.in and at their flagship store in North Goa.
SPOTTED ON: Kiran Rao, Sakshi Dhoni
5. Mr Bowerbird
WHAT? Mr. Bowerbird is a brand based out of Bengaluru with many compliant factories across India for the ethical production of goods using natural materials.
WHO? Designer Mohammed Javed Khan started the brand in collaboration with Myntra. His love for the ‘Slow Life’ and hope for a ‘Better-World’ has inspired the brand, keeping comfort and sustainability at the centre.
WHERE? Shop on Myntra.com
WHY? Known for their social movement campaign tees, a deep appreciation for art and craft and comfort in every aspect. They’re always pushing the boundaries to make the world a better place.
SPOTTED ON: Anand Gandhi, Dhruv Sehgal, Gulshan Devaiah, Roshan Mathew, Kusha Kapila.
WHAT? Bhaane is a contemporary and relevant clothing brand driven by the ideals of empowerment, individuality and universality. Not for the conventional but if you enjoy a bit of experimentation, check it out.
WHO? Anand Ahuja launched Bhaane in 2011 and today with its creative director Nimish Shah at the helm, and the watchful eye of fashion maven Sonam Kapoor Ahuja, they have a loyal tribe who are encouraged to celebrate self-expression.
WHY? Bhaane’s clothes are made in state of art factories that use renewable energy, waste very little and adhere to top environmental standards.
WHERE? Bhaane.com and at stores in Bengaluru, Mumbai and New Delhi.
SPOTTED ON: Kareena Kapoor Khan, Sonam Kapoor Ahuja, Saffron Vadher, Neelam Gill.
WHAT? Ethical and empowering tees, Pause has launched a conscious clothing brand sustainably sourced with super soft Tencel jersey. They strive to follow a zero waste policy.
WHO? Founders Neha Modi and Neha Tham launched towards the end of 2019 and raised the bar bringing together the perfect balance of utility and multifunctional seasonless clothing.
WHY? Reuse/Reduce/Recycle- Pause, think about our surroundings. Each garment has the softest lived in feel and is light and breathable. The silhouettes are feminine yet androgynous, structured but at the same time fluid allowing you to express yourself and to choose who you want to be.
SPOTTED ON: Kareena Kapoor Khan, Diana Penty, Tapsee Panu, Lisa Mishra.
8. Haut De Gamme
WHAT? Haut De Gamme is a homegrown streetwear label dedicated to celebrating known motifs like the paisley and camouflage in their own style, also creating popular culture items like the bucket hat and masks in their prints has made them all the rage. They source skin-friendly sustainable fabrics for around the globe which are then lovingly handmade by seamstresses in India.
WHO? Founded by Sohail Nathani and Rahul Chhabria in December 2017, with the intention of satisfying the need for essentials/staples that would be effortless & could be worn without any hesitation.
WHY? Haut De Gamme believes in pushing all boundaries and hopes to build a global brand that Indians can be proud of.
SPOTTED ON: Ananya Panday, Abhishek Bachchan, Ishaan Khattar, Khushi Kapoor.
WHAT? Exhale Label is an ethically made brand that talks about emotion and vulnerability. It’s about building a community which says ‘It’s okay to not be okay’.
WHO? Having been through her own personal struggle with self-worth and identity, designer Palak Shah started this as a passion project that was brought to life in 2018 by creating empowering products to encourage conversations & awareness towards matters of the mind.
WHY? This designer has created a brand that connected her dream of giving people a platform to talk about their story and create affordable yet good quality sporty clothing. Part of their profits are donated to health foundations.
WHERE? Exhalelabel.com and at Como Collective in Goa, Panache in Ahmedabad, Bonpinda in Australia, Urban Suburban in Surat. Their digital presence also spreads across e-commerce stores like Natty.in, The Earth Love, In-D, First Love Yourself, Spunky and The Mad Dresser.
SPOTTED ON: Sonakshi Sinha, Aditi Rao Hydari, Gauahar Khan, Archana Akil Kumar, Yami Gautam, Kriti Sanon, Radhika Madan, Tisca Chopra.
WHAT? Saison tees are made in 100 percent bio wash cotton which gives a super soft and smooth feel on the skin when worn. This plastic free brand has an affordable loyalty T-shirt subscription programme too.
WHO? A brand founded by Moneissh Teckchandani whose creative mind and keenness on creating a brand of his own in the fashion space paid off his risk of giving up Engineering as he chased his dreams fearlessly.
WHY? Saison embraces sustainability and is committed to giving socially relevant causes and humour a voice as they are to developing the coolest designs and messages that you would love to wear.
SPOTTED ON: Ayushmann Khurrana, Siddhant Chaturvedi, Riteish Deshmukh.
11. Almost Gods
WHAT? Almost Gods draws on its Indian roots of storytelling and workmanship and celebrates the connection between art and streetwear. This unisex brand challenges conventional silhouettes, interjects traditional ideas with contemporary design.
WHO? Founder Dhruv Khuran’s intuition for streetwear’s ability to create cultural influences is what got him hooked and led to the creation of Almost Gods.
WHY? Almost Gods collaborates with passionate people, artists and companies who are pushing the envelope and always driving something new with the aim to create positive collective change and hopefully emerge as a global streetwear voice.
SPOTTED ON Ranveer Singh, Vicky Kaushal, Raja Kumari.
12. St Lutalica
WHAT? Saint Lutalica celebrates premium quality street wear, a clothing brand that is to the point and celebrates style and comfort. The USP is the fit and feel. Their lithe tees sit with a perfect ease on the body.
WHO? Founders Aditi Chaturvedi and Eeshan Chaturvedi went live online in December 2019 with the vision to provide us with quality products and establish an infrastructure which would continuously evolve to your demands over time.
WHY? Quality, quality, quality. Plus, made in India and proudly support local.
SPOTTED ON: Ishaan Khattar
13. Cancelled Plans
WHAT? Cancelled Plans are a streetwear brand who creatively use materials that are rejected, considered waste and usually end up in landfill or our oceans. These materials are used to create embellishment and durable everyday products. The t-shirts are made from 100% recycled cotton.
WHO? Founder Mallika Reddy leads a small team consisting of tailors and embroiderers, who sort and clean. She is constantly experimenting and trying new things with a number of different waste materials.
WHY? Cancelled Plans is unafraid to use the unused. Many materials are leftovers from industrial processes. Recycling and upcycling is the order of the day and that itself is ”why” enough!
SPOTTED ON: Aditi Rao Hydari
14. Croquis India
WHAT? Croquis India is a Mumbai based clothing brand essentially into making minimal casual wear while celebrating the vibrant colours of India.
WHO? After noticing the lack of comfortable, casual clothing designer brands in the Indian market, Shivani (a.k.a ‘Croquis’ Grandma’) founded Croquis in 2018 with the vision of introducing the people to easy to wear, lifestyle-based streetwear clothing.
WHY? Croquis brings us easy to wear street style through basic silhouettes with their unique patterns.
SPOTTED ON: Shahid Kapoor, Karthik Aryan, Parineeti Chopra
WHAT? Huedee is a Kolkata based exclusively tie-dye brand on a mission to inspire and connect with free spirited minds and focus on equality, individuality and freedom.
WHO? Ahana and Yash Agarwal started a drive-in eatery selling burritos and desserts in Kolkata. These serial entrepreneurs have always been attracted to colour combinations, style, and design, so it was a natural progression for them to cash in on the tie-dye trend by offering colourful apparel and accessories. They have also launched a collaboration with Trilog (an organisation for mental health and holistic wellness).
WHY? Cali style tie-dye is the craze right now and they have fun colour combinations. Their latest collection is full of positive words of affirmations!
SPOTTED ON: Kiara Advani