Mumbai, (Maharashtra), [India], September 13, 2024: Mumbai, the ever-pulsating city, has seen numerous dreams bloom into reality and a few die away. Here, ancient traditions merge with modern aspirations and new revolutions take shape daily. One such brand, born from the chaotic blend of popular culture and a sense of rebellion, is called Projekt Street.
India’s first curator of homegrown streetwear brands, Projekt Street exudes the raw energy of this generation. A place where graphic tees scream social commentary, where hoodies bear the mark of cultural pride, and where perfumes aren’t just fragrance – they’re a statement.
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It all started over steaming plates of butter chicken and chai when two unlikely fashion revolutionaries sketched out their dream on a paper napkin.
From Dhaba Discussion to Fashion Frontier
A casual conversation between Yashovardhan Singh, a fitness coach and a sneakerhead, and Aditi Birla, a financial analyst, unleashed the power of Indian creativity. United by their love for streetwear and frustration with the lack of homegrown options, they dared to ask: “What if we could create a platform that showcases the best of Indian streetwear talent? What if we could put Mumbai on the global fashion map?”
“We were talking about the latest drops and collabs,” Yashovardhan recalls, his eyes lighting up. “And suddenly, it hit us – why isn’t there a dedicated space for Indian streetwear brands? Where’s our Off-White? Our Supreme?”
This eureka moment set the wheels in motion. Months of meticulous planning, countless sleepless nights, and an unwavering belief in their vision culminated in the launch of Projekt Street in November 2023.
A Streetwear Mecca in the Heart of Mumbai
Projekt Street stands proud in the trendy Kala Ghoda district of Mumbai. As you step into the store, you’re not just entering a retail space – you’re stepping into a carefully curated universe of Indian streetwear.
The racks reflect India’s evolving streetwear culture, featuring everything from graphic tees and hoodies to statement denim and accessories. Brands like Toffle, Samaaj, Prxkhxr, Margn, Wake Your Dreams and many more – names that are quickly becoming the talk of the streetwear community – find their home here.
“Each piece tells a story,” Aditi explains, running her hand over a particularly eye-catching jacket. “It’s not just about looking cool – it’s about wearing your identity, your culture, your roots.”
More Than Just a Store: Building a Streetwear Community
But Projekt Street is more than just a retail space – it’s a movement. The founders aim to unite a community of streetwear enthusiasts, designers, and culture shapers.
This community-centric approach is evident in every aspect of Projekt Street’s operations. From personalised styling sessions to collaborations with up-and-coming designers, the brand fosters an ecosystem where streetwear culture can thrive.
“It’s about creating a space where people can express themselves authentically,” the founders added. “Whether you’re into techwear, normcore, or high-end streetwear, there’s something here for you.”
The Streetwear Revolution is Here
As our conversation draws to a close, one thing becomes crystal clear: Projekt Street is more than just a store. It’s a testament to the power of a vision, a celebration of Indian creativity, and a bold statement about the future of fashion in the subcontinent.
In the continuously changing world of streetwear, where hype is currency and style is king, Projekt Street embodies innovation and cultural pride. It’s not just about copping the latest drops – it’s about being part of a movement redefining what Indian fashion can be.
