Pre-launch — nothing is on sale yet. Drop 001 lands soon.

Indian streetwear Est. MMXXVI

Wear where you're from.

People wearing neighbourhood T-shirts at the doorway of a Mumbai local train — Mumbai / On the move Campaign 001

CHENNAI✱MUMBAI✱DELHI✱BANGALORE✱KOLKATA✱HYDERABAD✱PUNE✱

01 / The idea Made in India

Not merch.
Memory you
can wear.

The label began with one question: why should Indian streetwear borrow someone else's street?

So we started closer to home. With the station you missed, the road you grew up on, the corner that still knows your name. Every piece is a record of a neighbourhood — set in its own script, carried in its own rhythm.

Western silhouettes. Indian coordinates. No costume. No souvenir. Just the places that made you, cut into something worth keeping.

02 / In the wild Campaign 001

The city
wears itself.

Real neighbourhoods. Familiar faces. Clothes that belong exactly where they are.

A fisherman in Adyar wearing an Adyar neighbourhood T-shirt — Adyar, Chennai13°00′ N

A person in a Bandra T-shirt seated at a fruit stall — Bandra, Mumbai19°03′ N

A person reading a newspaper in a T Nagar neighbourhood T-shirt — T Nagar, Chennai13°02′ N

02.5 / The craft 19 frames · 4 cities

Worn where
it was named.

Every frame is somebody in their own postcode. Nobody here is a model borrowed from another city.

A woman on Marina beach wearing the Marina Chennai tee — Marina, Chennai13°03′ N

A flower seller at Dadar market in the Dadar tee — Dadar, Mumbai19°01′ N

A worker in a field wearing the Chandni Chowk tee — Chandni Chowk, Delhi28°39′ N

A street scene in T Nagar with the T Nagar tee — T Nagar, Chennai13°02′ N

A person against a painted wall in the Colaba tee — Colaba, Mumbai18°55′ N

A vegetable seller in the Chandni Chowk tee — Chandni Chowk, Delhi28°39′ N

Three people in a barbershop wearing Thane and Bandra tees — Bandra × Thane, Mumbai19°03′ N

A musician in Mylapore wearing the Mylapore tee — Mylapore, Chennai13°02′ N

A metro commuter in the Connaught Place tee — Connaught Place, Delhi28°37′ N

A wall in Mylapore with the neighbourhood tee — Mylapore, Chennai13°02′ N

Two people wearing the Bandra and Connaught Place tees — Bandra × CPTwo cities

Back view of the Hauz Khas tee against a green wall — Hauz Khas, Delhi28°33′ N

A man seated in a room wearing the Colaba tee — Colaba, Mumbai18°55′ N

A flash-lit portrait in the Anna Nagar tee — Anna Nagar, Chennai13°05′ N

A portrait in the Andheri tee — Andheri, Mumbai19°07′ N

A late-night kitchen scene in the Hauz Khas tee — Hauz Khas, Delhi28°33′ N

A regular at a coffee house table in the Connaught Place tee — Connaught Place, Delhi28°37′ N

Two people wearing the Colaba and Dadar tees — Colaba × Dadar18°55′ N

A street portrait in the Mylapore tee — Mylapore, Chennai13°02′ N

Interlude / Your turn Six scripts. One question.

To your city wardrobe. Your lane, your language, your call.

03 / City index 7 cities

Choose your
coordinates.

Start with the city. Get closer by neighbourhood. Chennai and Mumbai are up first; the rest are taking shape. Nothing is on sale yet — this is drop 001 before it opens.

01சென்னைChennaiSee the drop 02मुंबईMumbaiSee the drop 03दिल्लीDelhiIn the works 04ಬೆಂಗಳೂರುBangaloreIn the works 05কলকাতাKolkataIn the works 06హైదరాబాద్HyderabadIn the works 07पुणेPuneLast in line