For many years, we studied global trends and designs around the world. But then came the question: Why should we look anywhere else when we have everything within us?
India is a country that is like an entire world in its own right because language, food, land, and artwork can all differ by just a few hundred miles from each other. It was clear to us that everything that we needed could be found within ourselves, hence why we did not need to look anywhere else. We have thousands of years of art, forgotten styles, and incredible stories right here.
The Pride of India collection is our vision to bring these “forgotten” treasures to life. We wanted to create something that doesn’t just look good but makes you feel a sense of aspiration and pride for your own roots.
In order to develop something unique using this line, we had to move beyond the simple idea of just printing a picture onto a shirt. Our objective was to connect the past with the present. We identified three main categories:
The Three Pillars of Our Vision
When it came to creating something unique with this range, we decided that it wasn’t enough to merely print a picture on a t-shirt. The intention was to link the old with the new. We identified three main categories:
1. Landscapes and Cultures
The beauty of India transforms every few miles. While in the south, you get to witness the greenness of the coconut tree and the redness of the soil in Kerala, in the north, one gets to witness the snow of the mountainous regions and the golden sands of the Rajasthan desert. Our designs depict the beauty of India. We desire that the wearer feels the warmth of the desert in the shirt or the coldness of the seaside.
2. Fabric Art and Representation
There are so many “Forgotten Arts” in India. They are buried within old books, some are painted onto walls in the houses of tribal societies, and others are woven into clothes worn by villagers. From the art forms of Warli, Madhubani, and Therukoothu, we reinvented them to fit our current aesthetic needs in the form of streetwear. It’s about giving these ancient styles a new platform.
3. Artisan Appreciation
When you clutch a piece of clothing, you are clutching the efforts made by someone. In every shirt in this range, there are people sewing at factories, artists designing their sketches, and people knowing the worth of stitches. We wanted to celebrate the “Makers of India.” Each product carries a story of the hands that helped build it.
A Journey Through the 10 Stories of India
Our collection features 10 unique designs. Each one is a chapter in the story of our country:
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Pottam Theyyam (Kerala): Inspired by the “ritual of becoming.” The large T-shirt has an immense back graphic of the artist done using deep shades of green and vibrant red, all of which represent the sacred forests of Malabar.
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Faces of Kathakali (Kerala): Two thousand years old play re-imagined in today’s grid system. This shirt was inspired by the expressive faces and monochromatic line work in the play.
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Warli Tales (Maharashtra): Using the “first language” of triangles and circles, this shirt features horizontal bands that tell the story of tribal life and their deep connection with nature.
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Rajasthan Folk (The Camel): An ode to the "Ship of the Desert." With a chest insignia, along with beautiful folk art on the sleeves, it stands for perseverance and the allure of the Thar Desert.
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Indian Legacy (The Collage): An exceptional representation of Indian heritage and culture. We used components like block prints, paisleys, and other textures from various regions of India to create an impressive collage print design.
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Royal Rajasthan (The Carpet Shirt): This is the blue shirt, which portrays the traditional design based on patterns seen on carpets and windows of Rajasthan.
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Madhubani Ludo (Bihar): Tradition doesn’t have to be boring! We’ve taken the age-old Madhubani style and used the structure of a Ludo game board to create a vibrant, quirky pattern with lots of animals.
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Travel Stamp (The Journey): Made as a set of classic postcard stamps. Each stamp on this shirt represents memories of a place, vehicle, or natural phenomenon in India, depicted in the colors of a sunset.
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Therukoothu Shirt (Tamil Nadu): The meeting point of fabrics and theater. The world-renowned Madras Checks have been updated with an exotic border made up of Tamil folk performers to highlight the rich cultural heritage of South India.
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Bandhani Oversized Tee (Textile Art): An eye-catching green pattern of tie-dye art. The classic Indian textile design takes center stage in this oversized shirt.
Why This Collection Matters
We believe that when you wear something from the Pride of India collection, you aren't just wearing "fashion." You are wearing a statement. You are showing the outside world that India is truly a global leader in art and creativity.
Our goal is to give the younger generation an "aspiration value" for their own country. We want you to feel as cool wearing a Kathakali grid or a Warli band as you do wearing any international brand.
This is our culture. This is our art. This is our pride.
The Pride of India collection is now live. Explore the heritage and find the story that belongs to you.
