This Homegrown Streetwear Brand Has Celebrities Hooked: From Kapil Sharma to Sidharth Malhotra

In a fashion landscape increasingly driven by individuality, Duds has emerged as one of India's most exciting homegrown streetwear brands. Known for its bold colors, sleek silhouettes, and unapologetic attitude, this Delhi-based label is quickly finding its way into the wardrobes of A-listers like Kapil Sharma and Sidharth Malhotra.

But what makes Duds stand out in a space where most fast-fashion startups fade as quickly as their trends? The answer lies in its foundation: a rare combination of deep manufacturing expertise, disciplined economics, and a long-term brand vision.

Colour, Character, and Craft

At a time when minimalism dominates, Duds takes the opposite route. Think vibrant oranges, electric blues, and fearless contrasts: tones that have now become part of the brand's DNA.

When Kapil Sharma was spotted in the Limited Edition Orange & Blue Joggers, the look instantly caught the attention of stylists and fans alike. Actor Sidharth Malhotra later sported the Orange Racer Joggers in Param Sundari, cementing the brand's presence in mainstream pop culture.

Every piece from Duds seems designed to reflect a mood: playful yet purposeful, bold yet balanced.

"Our colors are meant to be noticed," says a spokesperson for the label. "We design for people who aren't afraid of taking up space, in style or in spirit."

But behind that visual vibrancy lies serious craftsmanship. The founders come from a 45-year-old garment manufacturing legacy, having built a profitable white-label business for leading European brands before launching Duds. This heritage gives them control over fabric quality, pricing, and production timelines: a rare edge in India's fast-fashion market.

Unlike many startups that depend on third-party vendors, Duds manufactures entirely in-house, ensuring speed, consistency, and a clear path to profitability rather than GMV-driven vanity growth.

Fit Meets Freedom, Built on Fundamentals

Beyond aesthetics, Duds focuses on fit and freedom: breathable fabrics, adaptive silhouettes, and structural detailing that moves with the body. Whether it's Kapil's meditation joggers or Sidharth's film-set racers, each piece combines comfort and craftsmanship seamlessly.

This obsession with quality isn't an accident. It's economics done right. By keeping production internal, Duds retains full control over its unit economics, boasting 75% gross margins and approximately 26% EBITDA even while scaling past ₹1 Cr+ MRR.

The brand operates with a lean, frugal, yet scalable mindset, proving that fashion growth in India doesn't need to burn cash. It needs discipline.

Limited Drops, Limitless Discipline

Part of Duds' growing cult status lies in its limited-edition releases: collections that drop quietly online and sell out fast. But unlike hype-driven models that overproduce and discount heavily, Duds follows a data-backed, demand-first approach.

Production begins only after sales trends confirm interest, keeping inventory agile and dead stock minimal.

Its Offline Experience Centres double as feedback labs and clearance hubs, helping the brand test new designs, listen to customers, and respond swiftly to emerging trends: a hybrid model of streetwear exclusivity and smart retail efficiency.

"We don't chase discounts or vanity sales," says a member of the core team. "We're building for retention, not rush."

Aspirational, Not Affordable

Where most fast-fashion labels compete in the "affordable" segment, Duds has positioned itself in India's mass-premium sweet spot: targeting aspirational consumers who value quality, comfort, and design at fair prices.

With an average order value of around ₹1,500 and a range between ₹800–₹3,000, Duds appeals to India's growing middle and upper-middle class, consumers who want to look premium without overpaying.

This positioning taps into a powerful market shift. As India moves from "affordable fashion" to "aspirational fashion," brands that deliver perceived luxury at accessible prices are winning loyalty and margins. Duds sits right at that inflection point.

Omnichannel and Original

Unlike the typical D2C story that begins and ends online, Duds is building both digitally and physically.

Its omnichannel model (online for scale, offline for community and trust) ensures that every customer interaction feeds back into design and storytelling.

Stores are not just sales outlets but brand experience centres that strengthen visibility, encourage discovery, and deepen consumer connection. These insights loop directly into design and marketing, keeping the brand authentic and agile.

The Long Game of Streetwear

As Indian fashion matures, Duds is clear about playing the long game. The brand refuses to get caught in the discount wars that plague fast fashion. Instead, it's focused on building a sustainable, high-retention brand that thrives on storytelling, design integrity, and emotional resonance.

By balancing speed with quality, profitability with purpose, and online energy with offline trust, Duds is quietly rewriting the Indian streetwear playbook.

In a market where trends fade overnight, Duds is building something enduring: a brand that feels premium yet personal, bold yet balanced, and most importantly, built to last.

With the Indian fashion market evolving toward aspiration over affordability, Duds isn't just following the trend. It's defining what the next decade of homegrown streetwear will look like.