23-March-2018 | 2 mins read
India finally gets its first-ever very own sneaker and street culture festival! Dubbed #HGSTREET, the festival was organized by Homegrown, an urban youth culture media company, in New Delhi’s artsy warehouse district, Dhan Mill Compound. The 24 hour event witnessed the collaborative support of sports megabrands like Puma, Adidas, Nike and Reebok.
From panel discussions on India’s skate scene and the future of fashion collaborations to our mushrooming hip hop movement, its dance scene, graffiti and pop culture artists, the event created a space to immerse yourself in the entire ecosystem of street wear in India.
In terms of brand activations, Nike used its Air Max space to hold workshops like ‘make your own sneakers’ and ‘how to create graffiti’. Whereas Germany’s Puma brought its world famous rotating exhibition ‘Sneaker Pimps’ to India for the first time ever. From photo exhibitions, block parties to live customization desks – every brand tried its hand at providing engaging retail experiences to the massive crowd of streetwear lovers of the country.
Needless to say, everyone from fashion’s A crowd, bloggers, artists, musicians and in general everyone in field of producing creative content and products turned up for the occasion. The sartorial style was immaculately curated and people peacocked around in their best kicks, elongated belts and statement t-shirts.
Athleisure, was without a doubt not a trend but the norm, and the attendees showed no lack of creativity. Save for a few though, there might still be time before urbane street style that takes an ironic jab at Indian influences instead of just being in line with what’s trending on the Brit or American scene, comes to fruition.
Swipe through the above image gallery for some sartorial street wisdom and a lowdown of all the fanny pack fandom from the event!