The story of building not just a business but a fearless community of free-spirited innovators!
In today’s society, streetwear is more than just trendy clothing. It’s an attitude. One that combines art, music, athletics, and other elements. International streetwear labels, which quickly became fashion’s biggest buzzword, finally made their way into India in 2018. All thanks to the brilliant team of Bhavisha Dave and Meenakshi Singh. CAPSUL has established itself as a forerunner in this vibrant scene, with labels like as Odd Future, Thrasher, HUF, and Stussy. So, when the opportunity to talk with the founders arrived, I jumped at it! There were no questions asked.
CAPSUL Talk
Where does the passion and motivation to create not only a company but also a community come from?
Meenakshi and Bhavisha: On the surface, we appear to be product retailers. However, at its core, culture is what we do. And one of the largest and sturdiest pillars of the culture industry is people! We not only adore the community for what it stands for, but it also feels like a logical next step for us. Due to our prior experiences, we are able to apply what we’ve learned to our own business model.
Even when streetwear first emerged, products that are currently popular were first intended primarily for specialised populations. They were well-known only inside specific communities. Fast fashion appeared to be something that would be successful. As we have seen, streetwear as a whole is growing in influence and notoriety. These towns are growing, which also means that business is growing. Because of this, it’s crucial for us to put the community first, with content, commerce, and money following.
Tell us about a time when you first realised that this was it. What do we want to do, exactly?
B & M: During our time working with the PUMA worldwide team, we had quick access to contemporary markets that are major centres of culture-driven commerce. When we travelled the length and width of other markets, particularly those in Russia, we came to the realisation that each nation has its own own streetwear culture. India undoubtedly has a place for it in its own right.
Russia is a market where fashion comes first. Together, we would go to several locations to explore the streetwear and concept store scenes. We discovered that the locations of the clothing boutiques and sneaker shops are in the “truly cool” parts of the city. They are located in the hippest districts, where the best music, bars, and fashion are available. To learn about it, you actually need to be a local and part of the influential group. The excitement was unrivalled and it was the entire youth culture! Even now, just recalling it gives us goosebumps. The first time we considered “Is it something we want to do? “, “How would we do it?,” and “How many brands?” was at this point.
Fun backstory: After having this concept, Bhavisha and Meenakshi sequestered themselves for 48 hours in a Salzburg apartment. The plan was to delay leaving until they decided whether or not they wanted to pursue their goal. a crucial stage in the creation of CAPSUL. After that, they embarked on a journey, but not everything turned out as they had planned in just 48 hours. However, three years later, they are still around with their own brand.
PICTURE
What’s the origin of the moniker CAPSUL?
B & M: The word “capsule” with a “e” would appear when we first started learning about the entire streetwear fashion scene. This is due to the fact that it’s a phrase for more compact, restricted releases. The phrase “capsule collection” accurately describes what we do because our products are primarily limited edition. Contrary to quick fashion, streetwear only produces small quantities. And getting access to those items is very important. Avoid overspending; instead, spend less but wisely. We identified with the phrase and further condensed it by dropping the final “e.” People tell us that it is also quite simple to remember the name.
There appears to be a change in who sets these trends as the streetwear community and culture in India expand. How do you handle the fashion industry’s quick changes? Does it have any effect on you?
B & M: On the surface, streetwear appears to be a business that operates “in the moment,” yet it is actually quite well run. Trade displays may take place in advance. It is where we predict the trends for streetwear products over the next eight months or so. That undoubtedly benefits us.
To address your query concerning the major game changers, opinion leaders, and tastemakers in this industry, nevertheless Streetwear has technically existed for 40 years. Today’s industry’s creative leaders are actually streetwear’s founders and designers. Virgil Abloh (may he rest in peace), Kim Jones, Alessandro Michele, and others are streetwear luminaries who recognised and honoured the originals. This is due to the fact that streetwear is their common background. Luxury homes strive to blend in with or appear more relevant to the crowd of people wearing streetwear.
Streetwear and luxury have already been married. Streetwear is currently regarded as a luxury item, not just because of the cost but also because of the recognition. Because it appears to be an organic movement to us, it is not at all challenging to keep up with anything. It appears to be a logical development. As a company, it’s not difficult for us because we are at the centre of whatever the next big thing in graphics or whatever that the young likes to do is.
How does it feel to be a woman in the streetwear industry?
B & M: We are one of the few women working in the streetwear industry worldwide. For us, every day is an opportunity to learn, and we take things day by day. Being a woman can occasionally open doors when people wonder “Oh, what are these gals up to?” despite the many hurdles we encounter. We play along and view that as a benefit. Funny story: The gentleman on the other side was shocked to find us at a crucial meeting with one of the top companies. He stated that he anticipated a Mr. Singh and a Mr. Dave to be on the call. That happens frequently since streetwear is predominantly worn by men worldwide. Here, we’re attempting to carve out our own route and tell our own tale.
When the community shows up to support us in India, it has a significant impact. In Delhi, there was a sneaker event specifically for women named “SneakHER.” Events like these raise awareness of the standards for women working in the streetwear business. Providing women’s sizes for footwear is one example. At CAPSUL, we strive to consistently elevate unisex fashion. We have a website called “CAPSUL Women” where we highlight all the women who are drawn to or regularly wear streetwear.
One of the things that ties the group together is the free-flowing simplicity of expression. What other characteristics make you stand out?
B & M: The community has a bold attitude, which is a notable quality. Take a look at skaters; biologically, they most likely possess no fear. Even those who dress in streetwear are unique. to be able to don mismatched sneakers without worrying about criticism. Their brain does not appear to register fear somewhere. It is common to have the desire and motivation to forge your own path and to be able to stand out on your own.
The aspect of fashion is another thing. Fans of streetwear are viewed as rebels. They could have different racial and professional backgrounds. However, you will notice that they are able to wear items that may be viewed as a depiction of the unexpected setbacks that life throws at you when it comes to fashion. They are interpreted in a really creative, novel way. For the community to be glorified, streetwear fashion needs guts and strength. Although it has just recently come to light in India, it has always existed among the society.
Numerous well-known brands within the CAPSUL umbrella are now serving the Indian market as well (thanks to you). How do you intend to physically assemble this diversity?
B & M: We have a stunning heritage building in the centre of Bangalore for all the outstanding and amazing brands. The new approach to retail is being led by streetwear. Stores serve as a gathering area for the community before people enter to make purchases. Our entire store is stocked with goods, but it appears to be a well selected art gallery. People find the innovative approach in which the products are being displayed to be cutting edge. Despite the fact that each brand has a fantastic tone of voice, they were added as a connector. The link that brings them all together under the CAPSUL umbrella, if you will, is streetwear.
In addition, we frequently plan and conduct neighbourhood events in our store. The property is a 200-year-old home where our goal is to unite many populations. It resembles an oasis. We recently worked with young cooks interested in aesthetic experimental cuisines for one of our pop-up restaurants. They developed an aphrodisiac based on a 90s nostalgia drop as their model. We support and provide a platform for indigenous Indian companies that also have a global voice.
The power dressing in the field of casual clothing is streetwear. We offer a space to create and expand a community of innovators so that people may comprehend and recognise that these are not just T-shirts with some graphics on them.