Coming from the gully: Myntra launches a campaign celebrating the democracy and uniqueness of Indian street culture

Streetwear - It's democratic and it lets you be. There aren't structured silhouettes weighing you down. Celebrating that, Myntra has launched ‘Straight Outta Street’ celebrating street fashion.

One cannot deny that post the release of Ranveer Singh-starrer Gully Boy, there's been an enormous focus on underground Indian hip-hop and fashion whose origin lies in the nooks or corners, or lovingly known in India as the gully.  

Street fashion is also closely tied with hip-hop culture and it doesn't follow any rules. The e-commerce fashion platform has launched a two and a half minute promotional film, titled Eat. Breathe. Street. After the release of the teaser in  February, the audience followed by a launch of the digital film- ‘Myntra Unforgettable- Eat.Breathe.Street’. It was later divided into separate spots where the artists gave a glimpse of their journeys.

The two and a half minute film supported by a funky soundtrack, which features Arif Chaudhary (also known as B-boy Flying Machine), graffiti artist (Melroy Williams), and a rap crew from Dharavi (7 Bantaiz) – are bound together by street fashion and take pride in adorning the whereabouts in style – converting the street into a ramp.  

Myntra has also aimed to introduce the hip-hop lingo like Threadz for clothing and Da Bomb for awesome which helps in adding to the street fashion universe!