Fashion in India is entering an exciting phase. A new generation of homegrown brands is moving beyond conventional ideas of what Indian fashion should look like, bringing fresh perspectives to everything from menswear and sneakers to accessories, jewellery and watches.
What makes these labels worth watching is their ability to build a distinct identity while responding to how today’s consumers discover, buy and experience fashion. Some are using street culture as their foundation, while others are rethinking craftsmanship, design or accessibility. Here are six Indian brands that are making their mark in different corners of the fashion industry.
1. SNITCH – Clothing
Based in Bengaluru, SNITCH has emerged as a prominent name in contemporary menswear, offering everything from shirts, trousers and denim to outerwear and accessories. Its collections are built around current trends, easy styling and pieces that can move from everyday wear to more dressed-up occasions. Alongside its online presence, the brand has been expanding its physical retail footprint across India.
SNITCH’s appeal comes from how closely it aligns fashion with the way younger consumers shop today. Instead of relying on conventional menswear categories, it keeps its collections trend-focused and regularly refreshes its offerings. Its strong digital presence and social media-led communication have also helped it build a direct connection with a generation that increasingly discovers fashion online.
2. Urban Monkey – Accessories
Mumbai-based Urban Monkey began in 2013 with roots in the city’s skateboarding and underground creative culture. What started as an experimental venture has grown into a streetwear and lifestyle label offering caps, eyewear, bags, wallets, apparel and other accessories.
Its difference lies in the culture surrounding the brand. Urban Monkey does not treat accessories simply as functional pieces; it uses them as a form of self-expression. Its connection with artists, musicians, skaters and other creative communities has allowed it to develop a recognisable streetwear identity. At a time when Indian street culture is gaining greater visibility, the brand has positioned itself at the centre of that movement.
3. COMET – Shoes
Bengaluru-based COMET is part of India’s growing homegrown sneaker movement. Founded by Utkarsh Gupta and Dishant Daryani, the brand was created with the aim of developing a sneaker label that felt relevant to Indian consumers rather than simply reproducing established international styles. Its collections include silhouettes such as the X Lows, Aeres, Apex and Aeon.
COMET’s strongest differentiator is its attempt to give Indian sneaker culture a language of its own. Its designs combine distinctive colourways and contemporary silhouettes with storytelling that connects with younger consumers. The brand also puts considerable emphasis on comfort and fit, making the sneaker experience more relevant to its target audience in India.
4. RUMO – Bags
New Delhi-based RUMO focuses on contemporary leather bags that balance design with everyday functionality. Its collections include shoulder bags, clutches, bucket bags and smaller leather accessories, with pieces produced in India in small batches using materials such as full-grain and top-grain leather.
RUMO takes a quieter approach to Indian craftsmanship. Instead of depending heavily on ornate detailing, the brand places the focus on proportion, texture, construction and usability. This combination of contemporary design and Indian production gives RUMO a distinct position in a market where consumers are increasingly looking for accessories that feel considered rather than mass-produced.
5. MISHO – Jewellery
Founded by Mumbai-based designer Suhani Parekh, MISHO approaches jewellery through the lens of sculpture and contemporary art. Parekh’s background in art history and sculpture at Goldsmiths, University of London, is reflected in the brand’s architectural forms, geometric lines and unconventional silhouettes. Since launching in 2016, MISHO has developed an international presence and gained recognition within the global fashion industry.
The brand’s strength lies in making jewellery feel like an extension of design rather than simply an ornament. MISHO’s pieces often function as sculptural objects that happen to be worn on the body. Its experimental approach has even crossed into technology, with creations such as its Pebble Pods earrings designed around Apple’s AirPods. That willingness to challenge conventional ideas of jewellery is what gives MISHO its distinctive character.
6. ARGOS – Watches
ARGOS is an Indian watch brand focused on bringing mechanical watchmaking to a broader audience. Its collection includes automatic watches featuring elements such as sapphire crystals and stainless-steel cases, while its direct-to-consumer model helps make mechanical timepieces more accessible to enthusiasts.
What makes ARGOS interesting is its attempt to make mechanical watches relevant beyond the traditional luxury-watch customer. Rather than depending solely on heritage or prestige, the brand places emphasis on the watch itself, combining mechanical movements, contemporary styling and accessible pricing. This approach could help introduce a new generation of Indian consumers to the appeal of mechanical timepieces.
Together, these six brands offer a glimpse into the many directions Indian fashion is taking. SNITCH is pushing contemporary menswear forward, Urban Monkey is helping shape India’s streetwear culture, COMET is building a homegrown sneaker identity, RUMO is giving Indian leather craftsmanship a contemporary expression, MISHO is redefining jewellery through sculpture and design, while ARGOS is making mechanical watches more accessible.
Their stories are different, but the ambition is similar: to build brands with a clear point of view. As Indian consumers become more experimental and the country’s fashion ecosystem continues to grow, labels like these have the opportunity to do more than participate in the industry. They could help define what the next chapter of Indian style looks like.
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