In 2012, when Delhi-based Anand Ahuja began conceptualising a fashion label in his head, it wasn’t just about prints and fabrics; it was a lifestyle he wanted to stitch and sell. Soon, Bhane, an affordable online apparel brand, came into existence and purely through word-of-mouth grew into a hip, new label.
Quirky photo shoots and fun parties became synonymous with Bhane as much as their fashion philosophy that tilts towards basic, everyday clothing. On May 2, Ahuja officially launched Bhane.WIP, the label’s first store in Delhi’s Meherchand Market, an online radio station called Bhane.FM and a three-day music festival, called Bhane.Live, at the spacious store.
The ground floor of the store houses a range of pleated trousers, shift dresses, denims, buttoned down shirts and tees. The second floor will be home to accessories, shoes and an ice cream cafe.
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“Dilemmas about dabbling in other things apart from fashion have been a part of this journey. But I believe music creates emotions and that’s exactly what the brand is about. We want to make the festival an annual property. But we also want to keep doing events related to art and music regularly now that we have the space,” says the 28-year-old.
The three-day-long festival saw performances from Electronic Dance Music (EDM) artistes from across the country such as Frame/Frame, Moniker, When Pandas Attack, Nanok and Raxit Tewari’s solo project called Your Chin. “We collaborated with online music portal Wild City and deliberately got on board musicians who are younger and lesser-known to promote new talent. We will follow the same route with the online radio station, with the help of my brother who is a music producer in the US,” says Ahuja. A host of young EDM artistes from India get to play their mixes and tracks on the radio station, apart from some lesser-known DJs and acts from the US.
“We want people to spend their weekends exploring the city or indulging in some activity, instead of watching television. That is what we aim to provide at the store with our events,” says Ahuja, who is now working on expanding business in other cities.