The Indian man’s quest for fashionable clothes has intrigued designer duo Shantanu and Nikhil, who have decided to dedicate nearly 70% of their collections to men while also keeping their designs gender fluid. Hot on the heels of their casual-wear brand Shantnu Nikhil Cricket Club, the couturier brothers went on a spree to open stores across the country, from the one that’s nestled in a 133-year-old building in Mumbai’s Kala Ghoda to their most recent one in Chandigarh. They have a total of 16 stores in India.
“We are tapping into the aspirational value of people residing in tier-2 cities and have flung open our doors to the people of Ahmedabad and Raipur, where we have a pop-up franchisee,” says Shantanu. The brand, he says, has designed outfits for brides and grooms from Chandigarh and many districts in Punjab, including Jalandhar and Amritsar. “People would come to Delhi to get their outfits, so we realised there’s demand for our brand,” he adds.
