This streetwear label from Chennai launched with a trend present in Milan


Pizzazz with Sause Akhilesh on the launch in Milan
| Picture Credit score: Particular Association

On the Piazza del Duomo in Milan, individuals acquired to find an Indian streetwear model, and a metropolis named Chennai. “It felt good to inform them about my metropolis. Lots of people there had by no means heard of it. Now they do,” says Akhilesh Ashok, who launched his label Home of Sause, with a trend present in Milan final week, adopted by pop ups in Paris, Amsterdam and London.

“There’s loads of curiosity in regards to the label even on social media. Plenty of individuals have been asking me if it’s a ketchup model or a brand new restaurant,” he says over a name from London, the place he’s simply ending up an occasion for Home of Sause. Selecting to introduce his assortment in Europe, is his method of introducing India to the world. The official India launch will occur later in September.

Models sporting clothes from the collection

Fashions sporting garments from the gathering
| Picture Credit score:
Particular Association

Initially from Salem, Akhilesh studied Commerce in Loyola School, Chennai. “I come from a household of auditors. I’m a numbers man,” says the 23-year-old, including {that a} profession in trend was by no means on his radar. However through the lockdown, he thought since he has been a shopper of trend for therefore lengthy, why not be on the opposite aspect. He knew he needed it to be a streetwear label as he noticed nice potential in it. 

“I’m a self-taught designer. I’ve two designers on board — Asha Sridhar and Shreya Dilip — who assist me translate my imaginative and prescient into design,” says Akhilesh. It took him 10 months of conceptualising, and 45 designs earlier than choosing the ultimate seven which can be a part of the primary assortment titled Prints of Epiphany. The capsule contains outsized hoodies and crew neck T-shirts, deconstructed hoodies, crop tops and caps. He needs these items to be dialog starters. The road is unisex, heavy on prints with daring and loud designs. 

“Streetwear works on hype tradition. For the pre-launch, a number of celebrities put on the garments however individuals can’t purchase them. There’s hype round it. And when these garments go on sale, they get bought out in 4 to 5 minutes,” says Akhilesh. The plan is to have restricted items on sale. On this case, 2,000 items can be bought on-line. The probabilities of these being restocked are much less. “We would like it to be unique,” he explains.

Cricketer Washington Sundar, rapper Irfana Hameed and Canada-based music producer Yanchan Rajmohan will be seen sporting Home of Sause’s first assortment. Akhilesh has segregated the capsule drop into two components. The primary half will begin promoting on the web site on September 20. “We’re going to see how hyped these get,” says Akhilesh. Within the meantime, he’s excited to current a world model with roots in Tamil Nadu.

The web site launches on September 15. Houseofsause is on Instagram.

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