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As sneaker culture in India continues to evolve, it’s clear that the sole is the new soul, one that reflects ambition, attitude, and authenticity
As sneaker culture in India continues to evolve, it’s clear that the sole is the new soul, one that reflects ambition, attitude, and authenticity
Once considered a functional staple for sport and comfort, sneakers have now become one of the most defining style and cultural statements of our time, especially among India’s Gen Z and millennials. What was once restricted to the gym or the playground is now seen on runways, in boardrooms, and across social media feeds. Today, sneakers are about expression, identity, and connection.
“For Gen Z in India, sneakers have become a lot more than just shoes. They are no longer just a statement—they’re a lifestyle and a representation of personality,” says Kashika Malhotra, Chief Marketing Officer, Brandman Retail. “What was originally meant for comfort or sport is now connected to creativity, self-expression, and a sense of belonging.”
This generational shift is deeply influenced by the globalisation of streetwear, the rise of hip-hop, and the emergence of India’s own creator economy. As Prateek Singhal, co-founder, Yoho, points out, “Sneakers today are far more than just utility not only for Gen Z, but also for millennials. They’re a statement, a signal, a story.”
Culture Meets Comfort
Sneakers have evolved into a democratic symbol of cool, cutting across campuses, concerts, content creators, and even cross-generational dressing. Whether you’re in Delhi, Bengaluru, or Shillong, you’re likely to spot a pair of chunky trainers or classic silhouettes styled with saris, suits, or streetwear.
“Gen Z in India is confident, expressive, and deeply connected to global culture, while still rooted in their local identity,” notes Malhotra. “That balance is reflected in their sneaker choices. Many are drawn to global names like New Balance, On, and Saucony for their design and aesthetic appeal, while others look for sustainable, niche brands that reflect their values.”
Yoho, for instance, focuses on remixing global sneaker trends through a uniquely Indian lens. “At Yoho, we prioritise comfort-led design that fits both the culture and climate,” says Singhal. “Because great design doesn’t just need to look good, it needs to feel right in an Indian summer and hold up through a northern winter.”
The Rise of Sneaker Culture in India
Once reserved for sports, sneakers are now part of a larger lifestyle ecosystem that blends music, fashion, gaming, and digital culture. Reselling has become a subculture of its own, and limited-edition drops create as much buzz as fashion weeks.
“In the past, sneakers were only used as footwear. Now, they’re pieces of style, collectibles, and assets for reselling,” adds Malhotra. “They’ve become extensions of individuality like art you can wear.”
Singhal echoes this sentiment, observing that storytelling collaborations, limited drops, and purpose-driven designs have become standard practice for global sneaker brands. “It’s not just about the product anymore. It’s about the narrative. People buy into what a sneaker represents whether it’s rebellion, nostalgia, or pride.”
A Fearless Generation, A Bold Step Forward
At the heart of this transformation lies a generation that refuses to be boxed in. “The new generation is fearless when it comes to being different, and sneakers have become a potent weapon in that act,” says Malhotra. “To them, it’s not just about fashion. It is identity.”
As sneaker culture in India continues to evolve, it’s clear that the sole is the new soul, one that reflects ambition, attitude, and authenticity. Whether it’s through a collab with a rapper or a hyper-local comfort-first design, sneakers are telling India’s youth story one step at a time.
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl…Read More
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl… Read More
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