Q AND A
WHAT IS THE SHANTANU & NIKHIL ANTI-TREND?
Every trend has to have an anti-trend helping to break stereotypical notions about fashion, especially when it comes to menswear. It has to be unconventional as a brand while being relevant. Going against what is ceremonial and decorative, towards minimalism, it also has to delve into nostalgia while modernizing it with elements that have military chic and neo patriotism, a feeling of egalitarianism where feminine and masculine energies overlap and become one.
WHAT IS THE STEREOTYPE AND WHAT'S THE NORM?
What you see all the time—fully embroidered garments, classic shapes, certain structures, old school shapes. We do the antitrend of it, what you won't see normally. We brought in drapes, asymmetrical shapes, new fits, tighter armholes, slim shoulder lines, etc.
ISN'T THAT THE NATURAL CYCLICAL NATURE OF FASHION?
Everything in the world is cyclical. We brought drape philosophy into menswear. Up until 2014 we had not seen it, the only men's drape we saw was the dhoti, lungi, or the drape of a dupatta. Now it will be cyclical. In eight years or so it will come back. Male cousins, fathers, friends wore loose fits for comfort, usually a pyjama with a drawstring. That hadn't changed for years.
WHAT WERE THE INNOVATIONS YOU BROUGHT IN?
This story is from the February 01, 2020 edition of The MAN.
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This story is from the February 01, 2020 edition of The MAN.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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