HYDERABAD: Using urban pop culture as the base, the first street wear brand in India, BlindCloud, has woven experimental designs bringing global cultural elements. Working as any regular artist, painting on canvases didn’t excite Luvnit Sawhney, the founder of BlindCloud, as much as graffiti, street art and apparel designing did. When he realised that his art could touch more people if it was digitally illustrated, he went on to create his own brand. Loaded with graphic art merchandise, the brand takes inspiration for its designs from American and Japanese street wear brands.
With their apparel house set up in Bengaluru, Luvnit has a team of six working for BlindCloud. Talking about the limited edition of his products, Sawhney states, “Our designs are retired once they are sold-out. So you will never find some else wearing the same t-shirt.”
Initially the brand targeted customers interested in counter culture, but now the brand’s loyalists are from the B-boying community. Two of their hottest selling products are: The Overdose Graphic T-shirt and the Tie-dye Bucket Hat.
The Overdose Graphic T-shirt has a large print of a medicine pills box, a commentary on recreational drug culture. The Tie-dye bucket hat is a new trend in the hip-hop community owing to the resurgence of the bucket hat popularised by rapper Schoolboy Q. The brand is currently in the process of designing a new range of limited edition goods. Rs 850 upwards. Details: blindcloud.com