Fashion Day is marked on 9th of July. What is calendar-worthy is not really trend but rather personal style, evolving cultures, and the talent clothing is carrying. Traditionally, Gujarat is considered a land of fabrics; of recent, it boasts of being a fashion capital with legacy designers and new-age labels reflecting the voice of today’s generation.
The early success stories by Shyamal & Bhumika, Purvi Doshi, Darshi Shah & Bhavin Trivedi, and JADE by Monica & Karishma laid the foundation for Gujarat’s design identity. They established a global design presence for Gujarati craftsmanship through their marriage of heritage weaves and couture sensibilities.
Now, a Gen Z-led new wave is rewriting this. They are trading in heavy lehengas for oversized streetwear, sustainable co-ords, and loud self-expression. This is Gujarat today – young, dynamic, grounded, and ready for a revolution.
Legacy Designers Who Shaped Gujarat’s Fashion Identity
Artfully balancing between the traditional and the modern are many designers. The eco-material silhouettes of Purvi Doshi on one end, and the huge bridal trousseau of Shyamal & Bhumika on the other. These designers didn’t just sew clothes — they told stories while preserving local textiles and setting international standards.
Fashion Day: Why Style Matters More Than Ever
Fashion Day is celebrated around the world with the idea that clothing is more than just useful — it shows who we are, celebrates our culture, and can help bring change. The day celebrates apparel ranging from handcrafted heritage to the looks of the current digital age, thus trademarked in Gujarat, where tradition meets innovation.
With the younger crowd raising a fist for comfort, self-expression, and value- or purpose-driven fashion, local brands have taken on this challenge and are currently front runners in hence forthness in innovation, sustainability, and style.
Gujarat-Based OOTD Brands:
RIPOFF
Founders: Naman Ghorawat & Param Bansal
Founded: 2021
Based in: Ahmedabad
RIPOFF brings in and shows the popular hip-hop and style street vibe for the Indian streetwear market. Oversized T-shirts, cargo pants, and loud graphics are the base vocabulary for repositioning everyday apparel for the youth. From the backdrop of the usual ethnic silhouettes, RIPOFF tries to make streetwear culture cheaply aspirational cued-in by pop culture and music-driven aesthetics. It transforms the conventional idea of fashion from ethnic festivities to edgy, expressive, and everyday style.
Barse
Founder: Rajvi Shah
Founded: 2024
Based in: Ahmedabad
Barse is a unique and creative take on casual wear, built on handmade details and prints inspired by memories. Rajvi Shah weaves emotional stories into everyday clothes like shirts, skirts, and frocks, giving a new meaning to fashion as a feeling. Barse stands different from festivities and traditional block prints by practicing an emotionally minimalistic approach. They celebrate those “in-between” life moments with a subtle creative approach and slow fashion ideology.
Zebein (Linen Drama)
Founder: Shachi Kumar and Ruchi Gusia
Founded: 2018
Based in: Ahmedabad
Zebein turns simple linen into a canvas of sustainable style. By adding pockets, choosing organic textiles, and designing practical yet elegant pieces, Zebein bridges the gap between classic Indian wear and modern utility fashion. Their pieces are timeless, breathable, and globally relevant — a stark contrast to traditional heavy embroideries. Zebein redefines tradition with purpose, offering fusion wear that breathes comfort and consciousness.
Label Sugar
Founder: Sayukta Chawla
Founded: 2018
Based in: Ahmedabad
Sayukta Chawla’s Label Sugar turns Indian craft into contemporary bohemian art. Label Sugar created a new genre in which they marry crafts to closets by combining handloom fabrics, traditional embroidery, and artisanal weaving with laid-back, flowing silhouettes. It shuns fast fashion and occasion wear in favor of soulful, made-to-order elegance, pushing tradition into a new age of conscious, craft-centric, everyday fashion.
Osé Studios
Founder: Nishika Bhagat and Twishaa Bhagat
Founded: 2020
Based in: Ahmedabad
With glam, street-type mixed with feminine chic, Osé Studios reshapes the definition of a bold yet comfortable dressing philosophy. The brand’s versatile design plays between corsets, jumpsuits, and co-ordinates as wardrobe staples. Conventional dressing had restrictions placed on it in the name of decorum; instead, Osé celebrates self-love, freedom, and femininity through its designs-By doing so, they present Indian women with a new vocabulary for expressing themselves through comfortable yet fashion-forward attire.
Baazmania
Founder: Arbaz Kungda
Founded: 2022
Based in: Ahmedabad
Baazmania is not just streetwear — it’s Ahmedabad in fabric form. Every piece draws from the city’s soul — be it wooden-carved pillars in the old pols, the pastel skies at sunset, or graffiti-splashed alleys. Their “Gully Ruins Jacket” is a perfect example — fusing traditional design elements with a streetwear silhouette. Baazmania celebrates stories, culture, and chaos — making it one of the most artistic brands from the city.
Bomaachi
Founder: Prince Shah
Founded: 2020
Based in : Ahmedabad
Bomaachi stands for freedom — in thought, in identity, and in fashion. The brand offers gender-fluid designs across the mellow textures of fabrics with oversized fits and bold graphic. Their signature acid-washed tees, reverse-stitched hoodies, and everyday jackets are designed for anyone who doesn’t fit the box — because they were never meant to. With a strong “Made in India” ethos, Bomaachi is also redefining quality in Indian streetwear, using thick fleece, detailed craftsmanship, and standout packaging.
French Crown
Founders: Ilesh & Bhavdip Ghevariya
Founded: 2016
Based in: Surat
French Crown is Gujarat’s global menswear star. What started as a D2C brand from Surat now delivers to over 80 countries. With a catalogue of 5000+ styles, French Crown combines European sophistication with Indian craftsmanship. Their focus on custom fits, plus sizes, and ethical production sets them apart in the fast fashion race. Whether it’s a crisp white shirt or a velvet blazer — style and size inclusivity meet at French Crown.
Dokarh
Founders: Mayur Rohida and Montu Rohida
Founded: 2021
Based in: Surat
Dokarh represents youth who like it bold, tailored, and statement-making. Their style is sharp and modern, with a strong streetwear vibe. From cool printed t-shirts to stylish jackets, everything is made keeping Gen Z in mind with bold, trendy, and perfect for Instagram. And to add a special touch to their online-first brand, they also have a physical store where you can feel the quality and vibe in person.
Urban Suburban
Founders: Urvi, Unnati & Anjali Bachkaniwala
Founded: 2017
Based in: Surat
Founded by three sisters, Urban Suburban is where comfort meets conscience. Built on encourages the made-to-order model, which helps reduce waste and offers stylish, size-inclusive, and affordable clothes for Indian women. Their silhouettes are easy-going and urban. Beyond clothes, they empower — through transparency, local employment, and eco-conscious packaging.
Conclusion: The “Then & Now” of Gujarat’s Fashion Journey
The fashion of Gujarat has been, since ancient times, about storytelling-from the weaves of Patola sarees to the ecstatic colors of Bandhani dupattas. Each thread used to whisper tales of heritage, rites, and ages. Fashion was mainly festive in those days-worn for weddings, on Navratri, and on traditional occasions, fashioned with much downtime, and worn with great pride across generations.
Then, garments were made by hand, worn with reverence, and often centered around community and culture. The palette was vibrant, silhouettes rooted in modesty and elegance. Design was craft, and fashion was legacy.
Now, Gujarat’s fashion has become more fluid, fearless, and free. It reflects individuality over occasion, comfort over conformity, and expression over expectation. From oversized sweatshirts and gender-neutral outfits to consciously crafted linen coords and algorithm-powered drops — fashion today is instant, digital, and democratic.
The charm of Gujarat’s fashion scene today lies in its balance — where tradition and trend walk hand-in-hand. Where you can wear a mirror-work jacket over a crop top; a khadi becomes high street and heritage is not lost, just restyled.
From Gujarat’s roots to its runways — Gujpreneur brings you stories stitched with style, culture, and creativity. Stay tuned, stay styled.
