Budweiser Experiences has ventured into fashion with a streetwear collection in India, BUDXSTREET, in collaboration with five leading culture shapers in the country, namely VegNonVeg, Huemn, NorBlackNorWhite, Hanif Kureshi and Boxout.FM; transcending fashion into the diverse realms of art, music and heritage. The collection is a dive back into Budweiser’s archives and iconic styles of the past, giving the pieces a modern-day yet vintage feel. It focuses on exposing a new generation of consumers to the brand’s legacy through a contemporary fashion lens, while also catering to vintage collectors and lovers.
The drop has been carefully curated and is inclusive of timeless street style pieces such as t-shirts, hoodies and lounge suits. At a time when urban Indian millennials are consuming fashion at the same pace as their global counterparts, this collection gives them a way to represent their unique culture. The bespoke drop seeds various facets of street culture:
Veg Non Veg, a label founded by Anand Ahuja, Abhineet Singh and Emilia Bergman have co-created a button up for those at the bleeding edge of fashion and a comfortable hoodie that’s perfect for those winter months. It depicts the synthesis of classic heritage with edgy components of identity and community.
HUEMN, founded by Shyma Shetty and Pranav Mishra, distinctively showcases how street fashion can be a catalyst for change. Inspired by Budweiser’s iconic ‘Wassup’ campaign, they’ve co-crafted a drop shoulder work-wear half-sweat.
NorBlackNorWhite, founded by Mriga Kapadia and Amrit Kumar, is a unique fusion of Indian heritage and modern culture. They’ve pulled out all stops to create an iconic yin-yang track suit with a lot of blue and pink colour pops as well as an old-school red and white sprinkled crewneck sweat.
The collaboration hoodie with artist Hanif Kureshi shows the infiltration of street art into modern youth movement and is inspired by his signature project – hand painted type. It comes with removable Velcro patches for some extra fun.
The association with Boxout.FM, India’s first internet radio founded by DJ MoCity & Dualist Inquiry, reinstates music as a true and authentic form of self-expression that helps break down boundaries. They’ve co-created a long sleeve tee and a fanny pack that represent urban lifestyle.
The story behind each drop ties in perfectly with what Budweiser’s values and the ambition it has for Indian street culture.
Commenting on the launch, Kartikeya Sharma, Vice President Marketing – South Asia, AB InBev said, “We are thrilled to launch BUDXSTREET in India, which is our platform to engage the rising street culture community in India. The synergies in the ideals and beliefs of the brand and that of the collaborators have enabled the curation of a collection that is not only exclusive but also inspirational and distinct. We are also very glad to see the enthusiastic response from the collaborators and community to this platform, and have a strong ambition for this in the future.”