There are two types of people, women, and the ones created by women. Therefore, it's only fair that we give these 3 female trailblazers of the streetwear culture their credit for doing Yeoman’s service. Although in 2021 streetwear and fashion are synonymous, the subculture dates back to the American skate, hip-hop, surfing, and basketball scenes in the 1980s and 1990s and prioritises self-expression. While males used to predominate the community, this has changed thanks to a new vanguard of female influencers in streetwear and sneaker culture who continue to inspire with their meticulous style and emotional relationship to the clothes and footwear they wear.
More than a few cool pieces of sneakers and clothes - come see what streetwear means to these women.
1. Bhavisha Dave, Co-founder of India's first multi-brand streetwear store, Capsul
Bhavisha Dave started Capsul in 2018, with Minakshi (Capsul's co-founder). With her previous roles at Puma, so she had first-hand knowledge of the business of culture. Bhavisha realised through our work that it wasn't just a marketing tool; it was a cool ecosystem where people are being independent, being themselves and leading really interesting lives doing what they loved.
Her personal journey with streetwear and sneakers started when she was a kid because she used to skate. Bucket hats, tear-away pants, socks and floaters were very important even then. Hip hop also had an influenced, so it became crucial that she would embody that specific look. So without realising it, there were these streetwear influences as a kid, and she feels feel blessed to have the opportunity to work in the same field.
She believes that at the end of the day, a brand doesn't dictate what streetwear is or
what sneaker is cool. If a brand or product comes from an authentic place of community and has something genuine to say, then it is streetwear in my books. The hype can be challenging and intimidating, but it's an ethos that is plain and simple for us. Streetwear is the expression of a mindset, youth culture, and authenticity. The hype is just one small portion of it.
2. Shivani Boruah, content head at multi-brand sneaker boutique VegNonVeg
Boruah, 31, is the content director of VegNonVeg, a multi-brand sneaker store, as well as a digital producer who focuses on shoes on the social media sites Instagram and YouTube. She is also well-known for Fly Girl, a digital publication for women interested in street style and sneakers that she started in October 2020. The sneakerhead community appears to be a "boys club," but as social media let people from different cultures and nations connect, Boruah found an underground women's streetwear centre that is generally disregarded by the mainstream media.
In 2016, Boruah started her career as a software developer in Bengaluru for the Canadian company CGI. In 2017, she launched a blog called The Velvet Radio to showcase her own style, which was characterised by cargo trousers, graphic tees, shoes, and streetwear-inspired jewellery.
As the future became uncertain, her focus progressively changed from engineering to content production. She was aware that I wanted to switch careers and work in street style, but at the time there were no Indian women doing so.
Fastforward to her job at VegNonVeg, she started a community called #VNVBeauty that featured female sneakerheads, nail art influenced by footwear, and unusual fashion combinations like saris and sneakers. The company also held its first-ever women-only sneaker raffle to celebrate the launch of the women’s Air Jordan 1 in India.in November 2020.
3. Aahana Sharma, Sneakerhead and Streetwear Influencer
Aahana, a marketing-major business graduate, is unquestionably India's current "it girl" of the sneaker scene. The youthful creative dabbles in a wide range of artistic endeavours, such as digital abstract art, watercolor painting, and baking, in addition to shoes and streetwear.
Aahana came to the realisation that a good pair of sneakers boosts an outfit unlike anything other after diving into the creative business. From her Tumblr reblogging days to promoting a digital presence that connects with sneakerheads throughout the nation, the young sneaker enthusiast has come a long way.
She says, “ I haven't always loved sneakers, but I was never comfortable with the shoes I wore. My interest in sneakers and streetwear started during the lockdown. Everyone started dressing more comfortably in comfier, oversized fits and sneakers, so I decided to get a neutral pair that would go with everything. But from the moment I saw my sneakers, I loved how beautiful they were. I then discovered the community behind sneakers, fell in love more deeply with the sneakers and started collecting different colourways and silhouettes.”
Aahana thinks that in order to improve fairness in the sneaker industry, businesses must do more to diversity their styles and sizes.
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