CUSTODIAN OF COMMUNITY

As homegrown label Huemn completes a decade, Bazaar India editor NANDINI BHALLA speaks to the co-founder PRANAV MISRA on the brand's evolution and future.

- NANDINI BHALLA

To even insinuate that the founders of Huemn—a brand that can rightly be called the early custodian of India’s streetwear movement—started their design journey by creating a teal blue Anarkali would seem implausible. But Pranav Misra (currently the CEO, he co-founded Huemn with Shyma Shetty) confirms, explaining that “the landscape was very different” back when they were still to launch. “The moment we made that Anarkali dress, we realised this is not what we are,” he adds. Huemn launched in 2012, and quickly became the kind of label that was popular with the 'cool kids'. Sufficient credit may be given to the brand's sartorially unconventional designs that “throw light on the reality of life”. Case in point: Huemn's Blood range of T-shirts, featuring patterns that resemble blood stains, which was Pranav’s creative response to the acceptance of death after the passing of his father. Crafting clothes based on evocative concepts and supported by exceptional R&D is certainly the brand’s USP. But there is much more. In an industry where establishments are doubling and tripling efforts towards building communities, Huemn has managed to accrue—organically—a loyal community who will vouch for their designs. It's a valuable asset, and one which has contributed to Huemn's amplifying success. But while many of the label's advocates come for the uncommon T-shirts and sweatshirts, Pranav shares that streetwear is not the only sub-culture the brand intends to restrict itself to: “Yes, we are currently a part of the streetwear movement, but we don't want to be restricted by it. That is the story we are telling right now. But it might change, just how fashion changes.”