The fashion in India is fast changing and one phenomenon that did make it to the top in recent time is the emergence of streetwear style. Streetwear used to be an underground fashion adopted by skaters, hip-hop producers, and creative freaks but now it is a cultural dialect used by the Indian youth. And right in the middle of such a transformation is Havster Lifestyle, the brainchild of Harsh Kumar Sharma, a brand that is not only cruising the wave but, to the extent possible, creating it.
The desire of young people in India to be a bit global in taste but feel local in identity creates even a stronger need to have fashion that is saying what they say. Since it shows up in Instagram feeds, it has been on college campuses and spreads like wildfire between communities, streetwear is no longer about what people wear; it is about the communities and attitude. The brand is aware of this pulse. It is not that it is selling just t-shirts but it sells a sense of confidence, rebellion and originality all packaged in classy aesthetics and luxurious fabric.
Havster is one of the reasons that are unique in this emerging market due to their emphasis on distilled quality coupled with the intensity of the street culture. The brand does not succumb to a mess of prints and substandard material. However, it sticks to higher streetwear clothing, which is not very loud, articulate yet functional. Graphics that remind of Anime, pristine lettering, natural colors, and exaggerated cut are combined with the high-quality stitching and highly durable materials and each outfit can be regarded as a personal statement and a long-term investment.
As opposed to a lot of fast fashion brands driving the hype gear towards the market that is very badly made, Havster really puts some thought into its releases. A launch is restricted, selective and has a community feel about it and this adds an element of expectation and exclusivity. The result? Items which sell out frequently within just hours and enthusiasts all over India with their eyes on the next product. An influence of the brand can be witnessed in the streets of Delhi, Bangalore, Jaipur to Mumbai and even in college hallways as well as on social media.
Havster is not only riding with this wave but it is manufacturing the board. The brand is already on the way to expand beyond being an apparel company, having ideas of collaborating with underground artists, rappers and content creators who match the culture it represents.
The Havster Lifestyle presents relaxed fit outfits to be worn in a world where fashion is becoming more loud, yet it has lost its meaning. The brand has a clean voice that can be heard, not scream to be heard. As it combines brutal aesthetic, ground-level narratives and luxuriousness, Havster not only dominates the enterprising streetwear market in India but also takes it to the next level. With the market blowing up, the brand is establishing the new rules of what modern Indian streetwear can and should look and feel: power, personal and dead-on fleek.
