30 October 2024, Mumbai
India's Gen Z males are rewriting the rules of engagement with traditional clothing. Gone are the days when kurtas and sherwanis were reserved for weddings and festivals. This generation is embracing ethnic wear with a fresh perspective, blending heritage with contemporary style to create a look that's uniquely their own. Gen Z men are injecting ethnic wear with their signature blend of comfort, individuality, and contemporary style. This resurgence isn't just about festivals and weddings anymore, kurtas, bandis, and even dhotis are finding their way into everyday wardrobes, albeit with a modern twist.
A new wave of fusion fashion
Gen Z says what attracts them to a kurta is its comfort that they can with chinos or even joggers for a more casual look This sentiment echoes across India, as younger men are experimenting with silhouettes, fabrics, and styling. Think short kurtas with asymmetric hems, bandis layered over T-shirts, and dhotis paired with sneakers. No wonder, Mumbaikar Akhil Sood, a popular fashion influencer on Instagram, regularly wears ethnic wear for his posts, showcasing how to style kurtas and bandis for different occasions. "I get a lot of queries from my followers about where to find certain pieces or how to create specific looks," says Akhil. "It's clear that there's a huge interest in ethnic wear among young men."
"We're seeing a lot of experimentation with prints and colors too," says fashion designer Rahul Mishra. "Younger men are more open to bold hues and unconventional motifs." In fact, popular brand Manyavar, has seen a significant increase in sales of its youth-focused line, Mohey, which offers contemporary styles at affordable prices. They have also launched campaigns featuring young influencers and celebrities to connect with the Gen Z audience.
Interestingly, while the trend of embracing ethnic wear is widespread, the approach differs across market segments. In major metros and among affluent Gen Z, there's a growing demand for designer labels and bespoke tailoring. Brands like Shantanu & Nikhil and Kunal Rawal are popular for their modern interpretations of traditional silhouettes, often incorporating unconventional fabrics and embellishments. These consumers are willing to invest in high-quality pieces that make a statement.
The scenario in Tier II and III cities is different where affordability and accessibility play a key role. Brands like Manyavar and Fabindia are catering to this segment with a wider range of options at more accessible price points. Here, the focus is on comfort and versatility, with kurtas and Nehru jackets being popular choices for everyday wear.
Smaller cities lead the trend
Interestingly, the adoption of ethnic wear among Gen Z in Tier II and III cities is arguably more pronounced. No wonder, online retailer The Indian Ethnic Co. has seen demand growth for customized kurtas and Nehru jackets from Tier II and III cities. They offer a wide range of fabrics, colors, and styles, allowing customers to personalize their outfits.
There are numerous reasons for this. First, smaller cities often have stronger ties to tradition and cultural heritage. Young men are more likely to embrace ethnic wear as a way of connecting with their roots and expressing their cultural identity. Also, social media platforms like Instagram and TikTok have played a significant role in popularizing ethnic wear, showcasing diverse styles and inspiring young men to experiment. The rise of e-commerce has made it easier for consumers in smaller cities to access a wider range of ethnic wear options, including designer labels and customized pieces.
This trend is not just a passing fad. It reflects a deeper cultural shift, with Gen Z men embracing their Indian roots while confidently expressing their individuality. As this generation continues to redefine fashion norms, one can expect to see even more innovative and exciting interpretations of ethnic wear in the years to come.
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