Local labels that pay homage to South Asian pop art and culture

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Blending contemporary and traditional, these South Asian labels are transforming fashion vocabulary by drawing inspiration from everyday graphic elements of Indian lifestyle and South Asian pop culture.

I. Aishr’s store

Aishr Store combines art and lifestyle by printing their original artwork, from their vertical studio, onto organic fabrics. Their designer prints are rooted in Indian identity and draw inspiration from the subcontinent’s local environment, culture and art. Their “En Madras” collection taps into the essence of South Indian culture and their collection, “Horn Ok Please Aishr X Ramruki” is an exclusive collection inspired by Indian truck art.

Printed with biodegradable dyes without chemicals, their range of clothing aims for zero waste.

Image Courtesy: Aishr Studio

Check out the label here.

II. Doh Tak Keh

Doh Tak Keh incorporates the attributes of androgyny into their high quality streetwear. The brand’s flowing, low-polluting garments are sewn in collaboration with their tight-knit team of local workers and artisans.

The printed artwork takes inspiration from otherwise easy-to-miss elements of the everyday Indian lifestyle, drawing inspiration from quirky elements that are usually pushed into the background like the distinct objects found around a Gujrati household, Kolkata train travel tickets and other popular locals. graphic designs.

Image Courtesy: Doh Tak Keh

Check out the label here.

III. Cowboy Pharmacy

Producing shirts exclusively, Drugstore Cowboy clothing and prints are made in limited pieces. none are replenished or redone again. Their designs are inspired by Indian design elements and pop culture references.

Their ‘Social Smoker Shirt’ features an iconic Indian pop culture moment – Zeenat Aman and Dev Anand smoking from a chillum in the song Dum Maro Dum from the 1971 Bollywood film Hare Rama Hare Krishna.

Image Courtesy: Drugstore Cowboy

Check out the label here.

V. Gundi Studios

The luxury brand takes its name from the word ‘gMonday” – a word often used to describe assertive and outspoken women to shame them. Gundi translates to thug in Hindi and the brand aims to celebrate these outspoken South Asian women with its collections.

Gundi Studios takes ethnic textiles and adds a twist to them with contemporary designs inspired by pop culture. Employing women in leadership positions traditionally held by men, such as pattern makers, the streetwear brand produces in small batches using a female-centric supply chain.

Image Courtesy: Gundi Studios

Check out the label here.

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