The Indian fashion landscape for men is transforming. For a long time, men have been wearing boxed clothing in India and recently we have seen a shift in how men express themselves through fashion.
They just had two options, one was traditional ethnic garments that were reserved for festive occasions and the other was mass-produced Western wear that was dictated by global trends. Now, a new generation of homegrown menswear labels has taken over and is reshaping the industry with authenticity, agility, and cultural relevance.
These brands are not just building businesses but they are influencing how the Indian men perceive style and self-expression. They are now crafting a new language for Indian fashion and more and more men are following it. Now, men are also expressing and experimenting through fashion.
Understanding the Changing Consumer
This shift is a generational change in consumer behaviour as men are no longer interested in being passive participants in fashion. They want brands to align with their tastes, what they believe in and want to create a sense of individuality through fashion.
They are driven by purpose, informed by global exposure, and are not afraid to explore personal style beyond the traditional definitions of masculinity.
What they want is not simply clothing. They want stories, they want meaning, and they want representation. Now, homegrown brands have understood this better than most legacy players. They are speaking the language of their audience and are building communities and not just a customer base.
The Power of Being Digitally Native
The success of these homegrown brands can be attributed to their digital-first approach. While traditional brands are still adjusting to digital storytelling, these younger brands are born in the era of social media. Their strength lies in responding quickly and gathering real-time feedback and based on that launching capsule collections that keep the audience engaged.
Also, new brands are not just selling online, they are creating immersive experiences. The content that these brands post online is nothing short of what they really are made of, their products, styles and designs represent their storytelling on digital platforms. They are showcasing everything from raw behind the scenes to building a brand with creators and influencers.
Design That Reflects Modern India
Homegrown brands have brought much-needed freshness to the market. They are not limited to fixed templates. They’ve used local languages, subcultural references, and unconventional aesthetics as their design reference that allows them to stand apart in a crowded marketplace.
What is particularly encouraging is that many of these designers are not drawing inspiration from Paris or Milan. Instead, they are looking within. Indian streets, independent music scenes, hip-hop culture, and vernacular storytelling are now becoming legitimate sources of inspiration for mainstream fashion.
Challenging the Legacy Players
Homegrown brands are gaining visibility and influencing the audience at a national level. Their success is putting pressure on legacy brands to compete and evolve alongside them. Legacy brands have been following the top-down approach. However, today’s consumers are unwilling to be told what to wear. They want to create trends, and style better, and not just follow the existing ones.
Homegrown brands have been able to understand this shift and turn it into an advantage real-time. They are pricing their products in a way that it feels premium but not inaccessible. This also allows them to reach a broader audience across metros and emerging cities.
Building Ecosystems, Not Just Enterprises
These brands are contributing to a larger ecosystem and transforming it. They are not working alone, they are collaborating with creators, supporting artists and investing in subcultures that usually don’t get the needed attention. The focus of these brands is to grow with their audiences and they believe in creating a community through being present wherever their audience is present.
Looking Ahead
The rise of these brands is more than just another fashion story, it is a transformative change in the landscape of fashion. Homegrown brands are now leading the conversation of what fashion can become and how they can evolve without losing authenticity.
