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