Apparel Online India Magazine May 1st Issue 2018 | Page 40

INDUSTRY WIRE APPAREL RESOURCES NEWSLETTERS FACEBOOK FRIENDS To subscribe, send us an email at [email protected] Join more than 10,000 people who are already fans of Apparel Resources on facebook. Search for Apparel Resources at https://www.facebook.com/apparelresources/ India’s entry into global streetwear market with ‘Almost Gods’ N oticing 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 ‘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. 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 above- mentioned 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. 40 Apparel Online India | MAY 1-15, 2018 | www.apparelresources.com ‘Allure’ on a growth path… T hree-years-old initiative of Sangeeta Mahajan (60), ‘Allure’ is now marching ahead on a growth track as the brand has grown nearly 75 per cent so far, with similar or even more growth expected in the future. Offering menswear (ethnic) and womenswear Sangeeta Mahajan, Allure (fusion) collections, ‘Allure’ is a brand from prestigious home furnishing company, Mahajan Overseas, Panipat. Having its own se-tup, which is small, but with a dedicated creative team of 15 people, ‘Allure’ is spreading its reach through online presence, bespoke studio in Delhi and participating in some specialized events as per its perspective client base. Totally developed on the base of Sangeeta’s vision and extensive travel and experience, ‘Allure’ claims to give custom-fit clothing and includes the best of contemporary artwork and artisans across India. “I started it 3 years ago when I felt that my children are well-settled and completely involved in the business. I felt it was the right time to use my experience and knowledge of the industry to create my own apparel brand and I am extremely happy that this initiative is now growing,” says Sangeeta who has the support of her husband and Chairman of Mahajan Overseas, Rajesh Mahajan, besides the entire family. The brand uses the purest quality of linen, georgette, cotton silk and crepe etc. to match every customer’s unique status quo. “Our bespoke studio covers everything, right from fabric to making it fit for consumer’s taste and preferences. Every piece in our collection tells a story and we call ourselves the storytellers,” concludes Sangeeta.