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Breaking the stereotypes of traditional sherwanis and tailored suits, there is an entirely new school of designers creating a Gen-Z approved narrative. Defined by sleek cropped shirts, a repository of prints, and upgraded ethnic wear, these labels give us all the way more reasons to be more #VocalForLocal.

Their attention to detail, re-imagining sustainability in a post-COVID-19 fashionscape, and visualising handmade in India via a contemporary frame is what makes them one-of-a-kind.

Here are the cool, new homegrown menswear labels you need to know about.

Bohame 

Image: Courtesy Bohame Instagram
Image: Courtesy Bohame Instagram

A brainchild of Vijesh Singhal, Bohame is a Delhi-based label defined by everything handwoven. Their pieces are mostly made in natural fibres such as linen, khadi or organic cotton. Imagine exaggerated sleeves, billowing fluid silhouettes, and fabric embellishments, all exuding a modern, bohemian vibe. Just in case you are looking for upgraded kurtas in aqua, yellows, rust, or neat pintuck shirts, this is your label. Ladies, don’t be disappointed, the label also serves a variety of ethnic pieces.

TISA 

Image: Courtesy Tisa Studio Instagram
Image: Courtesy Tisa Studio Instagram

If you are looking for something minimal and refined, this is your label. TISA’s silhouettes are often inspired by linear design elements. It’s defined by traditional tailoring using handcrafted techniques for surface ornamentations with a contemporary approach. A brainchild of Timir Savla and Samira Laverkar, the label often experiments with whimsical prints and unorthodox colour combinations. Think kurta sets featuring upgraded tie-and-dye prints, blush pink and apple green sherwanis, windowpane checks on bandhgalas, and more. That’s not all, their contemporary take on suits and kurtas has been noticed by Bollywood’s leading fashion fixtures such as Ayushman Khurana and Vickey Kaushal. One of the most promising homegrown menswear labels to watch out.

The Bleu Label

Image: Courtesy The Bleu Label India Instagram
Image: Courtesy The Bleu Label India Instagram

If you love quirky shirts with geometric patterns, edgy pieces in denim, and an eye-soothing colour scheme of pastels, then Chennai-based Aamir Ahmad’s The Bleu Label is what you need. At one glance, Ahmad’s work conjures up a millennial image – everyday pieces that can be worn in offices. On a closer look, the craftsmanship peeks out. Making denim his experimental canvas, as a designer, he aims to explore its versatility, retain the characteristics of the vintage, with a fusion of new-age design. From sleek denim bombers to kurtas, there is a lot you can select.

Heist 

Image: Courtesy HEIST Instagram
Image: Courtesy HEIST Instagram

Just in case you are an advocate for sustainable fashion, maybe explore this Bangalore-based label. Specialising in all types of shirts, Heist offers every discerning shopper a spectrum of exquisitely crafted buttoned downs in pure organic cotton. Think vibrant blue shirts featuring hot pink ikkat prints, tropical flora and fauna on a powder pink base, as well as a wide variety of stripes in greys and whites. With a variety they offer, you surely won’t be disappointed.

UoMoCo 

Image: Courtesy The UoMo Co Instagram
Image: Courtesy The UoMo Co Instagram

One glance at the brand’s website will give you reasons enough to invest in it. With their motto being sourced local, manufactured local, nurtured local and loved local, their ethos is clear. This label by Ria Kanal caters to the modern man of the world who travels, reads, and soaks in a variety of cultures. Think of mandarin collared white shirts, Khaki sushi jackets, retro spin on pyjama shirts, and more.

Anupam Dabral
Sr. Associate Editor
It was while studying fashion journalism at London College of Fashion that Anupam developed a keen interest in the anthropological aspect of the discipline; for him, fashion only makes sense when seen in the context of its environment. He is always on the hunt for great stories, and in his spare time binge-watches films/shows starring Whoopi Goldberg, Dawn French and Jennifer Saunders.