Bewakoof brings alive Gullies of India; launches its first ever streetwear collection ‘Seedhe Gully Se’

  • Bewakoof launches Streetwear as a new category with Gully inspired designs
  • Asli hip hop collection is gender neutral and size inclusive
  • Bewakoof launches a brand film to showcase the entire collection
  • Campaign goes live on Bewakoof social and digital platforms
  • Explore the hyper print, colour blocks, bottomwear range with a starting price of Rs 299

Mumbai 1st Dec, 2021: India’s largest D2C fashion brand Bewakoof, which has become synonymous with hatke fashion apparels is making yet another bold move to strengthen its leadership position. The brand announces the launch of its first ever streetwear collection — Seedhe Gully Se.

Inspired by the streets of India, Bewakoof’s streetwear collection is an ode to multiple Indias that reside in the gullies of our metros and small towns. The Company has also launched an edgy brand video showcasing their collection across all digital platforms. The video is already garnering a lot of love (Over 2 lakh views on YouTube alone) and customers are lining up virtually to get their hands on the latest collection. The video while in the hip hop and rapper zone reintroduces ekdum desi Pungi music back to mainstream with great aplomb.

Prabhkiran Singh, Founder CEO, Bewakoof, says “The story is that there is no story, the rule is that there is no rule. Bewakoof follows the no norm funda with this new category. Based on the underground movement and moving from being flashy to wearing your own attitude, streetwear enables the youth to move out of labels and get into their own skin.”

Bewakoof Streetwear has a size inclusive, gender neutral range of Hyper Prints, Color Blocks, Bottomwear and more. The collection with over 100 SKUs is aimed at fashion lovers who want to express themselves as they do through their social media by posting writing imagery, art or any other creative form which helps them share their voice with the people. The theme of the collection Modern Noise is inspired by people who wear their attitude through clothing.

The music and the vibe of the video reminds us  that India is made of millions of gullies and each gully has a story to tell. Bewakoof believes that the streetwear as a category is still in a nascent stage but is expected to grow faster as the audience is demanding fashion clothing which reflects their attitude, mood, expression and yet is unique.

Collection details:

Men’s collection: ASP 349-1399/-

Women’s collection: ASP 349-1399/-

Accessories: ASP 299-799/-

Brand film credits

Creative Agency: Why Stay Calm Entertainment

Production House: se7ven Films

Director: Venky AV

D.O.P Ujjwal Gupta

Music: Samarth Dabral

Editor: Rishabh Shetty

Team from Bewakoof:

Satabdi Dowarah

Abhimanyu Mishra