In an era where global streetwear is dominated by Western aesthetics, Garuda SS, a rising Indian clothing brand, is changing the narrative. With a powerful vision rooted in culture, mythology, and modern rebellion, Garuda SS, short for Garuda Street Style is reimagining what it means to be fashion forward and proudly Indian. Founded by a group of young creatives passionate about Indian heritage and contemporary street culture, Garuda SS emerged from a simple yet compelling question: Why doesn’t Indian fashion reflect its own roots in the streetwear scene?
In Hindu, Buddhist, and Jain mythology, the name “Garuda” itself refers directly to the divine bird-like creature. The brand’s core ethos—strength through identity and motion through time—is symbolised by the Garuda, a symbol of power, speed, and protection. The addition of “SS” (Street Style) shows the brand’s dedication to changing urban fashion.
Design That Blends Tradition and Rebellion
Garuda SS’s inventive visual storytelling and strong cultural foundation help it stand out in the congested fashion market. The design language of the brand incorporates a distinctive combination of:
- Devanagari typography
- Temple mural-inspired graphics
- Hand-drawn mythological symbols
- Modern silhouettes like oversized tees, utility pants, hoodies, and co-ord sets
Garuda SS reimagines cultural icons in a strong, rebellious way, deconstructing them rather than just printing traditional elements on clothing. Their attire frequently arouses feelings of nostalgia, yet with a contemporary twist. Imagine Sanskrit lines inscribed on functional jackets or Mahabharata images transformed into graffiti.
Sustainability Meets Streetwear
Garuda SS’s dedication to ecological and ethical manufacture is another feature that makes it unique. Garuda SS works with regional manufacturers and craftspeople to guarantee ethical labour methods and low-impact production in an area frequently beset by mass production and environmental waste.
Their creations heavily use hand-dyed textiles, organic cotton, and locally produced materials. In order to fit the brand’s streetwear aesthetic, several pieces use traditional Indian techniques like block printing, tie-dye, hand embroidery, and kantha stitching. Garuda SS promotes India’s cottage businesses and teaches younger audiences about traditional crafts by fusing handmade craft with international design ideas.
A Community-Driven Movement
Garuda SS has rapidly evolved into a community and a statement more than merely a clothes brand. Young Indians and diasporan people who desire apparel that honours their heritage without sacrificing modern appeal are among its target demographic.
The brand’s internet presence and Instagram are essential to its narrative. Garuda SS emphasises skaters, underground musicians, graffiti artists, and regular individuals who share its values rather than using professional models in traditional photo sessions. Its position among India’s expanding alternative fashion and music scene has been further cemented by partnerships with independent rappers and regional illustrators.
Limited Drops, Maximum Impact
Using a “drop” methodology, Garuda SS releases limited-edition collections that are in high demand. This approach guarantees ethical production with little waste in addition to increasing exclusivity. Whether the collection is based on lost customs, old Indian epics, or street slang mixed with traditional wisdom, it always comes with a compelling story.
Trends are not followed by the brand. Instead, it moves at its own speed, frequently taking months to plan and launch a new collection, making sure every item of clothing has a compelling backstory.
Looking Ahead
Garuda SS is in a strong position to expand both domestically and internationally as long as young people in India continue to value self-expression and cultural pride. By prioritising authenticity above imitation, companies like as Garuda SS are spearheading the fashion industry’s gradual awakening to the need for varied perspectives.
In the upcoming years, Garuda SS hopes to reach a wider audience outside of India by entering international markets that are eager for unique, traditional, and unabashedly daring apparel.
For now, it’s still a movement in progress, reclaiming culture through streetwear, conveying stories with stitches, and developing one drop at a time.
Also read: Zudio, Westside, and the Real Cost of Fast Fashion in India
