In­dia’s en­try into global streetwear mar­ket with ‘Al­most Gods’

Apparel Online - - Industry Wire -

Notic­ing that In­dia is of­ten over­looked in the global streetwear con­ver­sa­tion, Dhruv Khu­rana, with the legacy of run­ning Daks In­dia In­dus­tries, an ap­parel and home fur­nish­ing ex­port house in Delhi-NCR, has in­tro­duced a brand called ‘Al­most Gods’ with a vi­sion to take it to the in­ter­na­tional mar­ket, pri­mar­ily to Korea and the US. Dhruv, who ed­u­cated from Lon­don School of Eco­nomics and Har­vard Uni­ver­sity, has forged a part­ner­ship with

Kobi Walsh, a Chicago-based renowned photographer and Founder of Walsh Vir­tual (a con­tem­po­rary art gallery fo­cus­ing on pro­mot­ing and ex­pand­ing the global reach of vir­tual re­al­ity as a medium of ex­pres­sion) for this ven­ture.

The two part­ners are try­ing to regis­ter In­dia’s pres­ence as an in­no­va­tor in the global uni­sex streetwear mar­ket. “To date, there has been no sin­gle In­dian streetwear brand that has been able to cap­ture a truly global plat­form and make a state­ment that In­dian streetwear is ca­pa­ble of push­ing the bound­aries and ex­pec­ta­tions of the global fash­ion in­dus­try. Our first line, ‘The Gar­den of Earthly De­sires’ is de­signed for ev­ery­one, ir­re­spec­tive of race, re­li­gion, or gen­der who ap­pre­ci­ates the in­ex­tri­ca­ble link be­tween streetwear and art,” shares Dhruv.

Very clear about his tar­get au­di­ence, Dhruv is pri­mary con­cen­trat­ing on the mil­len­nial gen­er­a­tion within the above­men­tioned coun­tries, es­pe­cially those search­ing for a link to clothes through a more off-beat route. And he is re­ally hope­ful to con­nect im­me­di­ately with in­di­vid­u­als who have In­dian roots, invit­ing those who are al­ready a part of the cul­ture, and even­tu­ally those who want to be more con­nected to it. “That be­ing said, our pri­mary mar­ket­ing ef­forts are build out of so­cial me­dia, build­ing a com­mu­nity around our prod­uct of those peo­ple who truly care about our mes­sage,” he says.

While the mis­sion of ‘Al­most Gods’ is to push the bound­aries of the fash­ion in­dus­try, the brand’s long-term vi­sion is to start a con­ver­sa­tion about In­dia’s place in the global fo­rum re­gard­ing stray­ing off the beaten path and as to how peo­ple view con­ven­tional me­dia, art and fash­ion prod­ucts, etc. “There is a global rise of counter cul­ture, and while In­dia has awak­ened it­self to this, it has al­ways done so in a con­text that is very much for In­di­ans by In­di­ans. We want to be the first cre­ative house that takes that con­ver­sa­tion for­ward, ap­proach­ing In­dia from a per­spec­tive that can be more glob­ally un­der­stood,” avers Dhruv.

‘Al­most Gods’ is one of Daks In­dia In­dus­tries’ brand un­der its ex­per­i­men­tal divi­sion, which aims to ex­pand the ac­tiv­i­ties of the com­pany beyond sim­ply man­u­fac­tur­ing and ex­port.

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