Budweiser collaborates with designers and artists to launch BUDX STREET

Collaborators include Huemn, NorBlack NorWhite, VegNonVeg and St+Art, among others

Rashmi Rajagopal Lobo Published :  18th January 2019 04:06 PM   |   Published :   |  18th January 2019 04:06 PM

Supreme, the American skateboarding and clothing brand, is a name that could serve as a synonym for street fashion. They may have thrown everyone off when they launched their logo-stamped brick and branded nunchucks, but it took everyone by surprise when it was announced that the company is valued at USD 1 billion. With individuality and self expression fighting neck and neck with haute couture, street fashion in recent years is steadily making a shift from being restricted to specific subcultures to something more mainstream. Tapping into this growing demand for streetwear is Budweiser, which has collaborated with a group of ‘culture shapers’ of the country to conceptualise and create an exclusive collection, entitled BUDX STREET. 

Label focus
The line of hoodies, jackets, skirts, trousers, dresses and shirts are a collaborative effort of five different creative entities — VegNonVeg, an Indian streetwear and multi-designer sneaker store, Huemn, a home-grown ready-to-wear fashion label, NorBlackNorWhite, a label that brings together Indian art and street fashion, St+Art India Foundation, which seeks to make the streets more interactive through urban art festivals, and Boxout.FM, an online radio station that promotes alternative music culture in India. 

While Hanif Kureshi of St+Art, has focused on using sign painting in his design, Huemn, has employed Budweiser’s iconic ‘Wazzup’ ad by incorporating it into the piece designed by them. “The concept is from my ongoing handpaintedtype.com project that  preserves the Indian sign-painters aesthetics by documenting and digitising their art and craft through the medium of a font,” explains Hanif.  

Pret play
Other garments in the line include a tracksuit made with 100 per cent cotton single jersey and cotton loop back fabrics, by NorBlack NorWhite, bearing digital tie-n-dye prints in Budweiser colours (black, blue, red and grey), a hoodie from VegNonVeg’s first street-wear drop that uses an all over Budweiser box print, and a classic urban wear T-shirt with long sleeves by Boxout.FM with the message ‘No Clique Just Play’ on the front chest and down both sleeves. “The concept is focused on bringing people together. There’s an obvious synergy in how Budweiser brings people together and how our mission as a community radio station is explicitly tailored towards that,” shares DJ MoCity of Boxout.FM.

Rs.2,500 upwards. The collection will be launched tomorrow and will be available at BudX Factory