The Indian Garage Co. (TIGC), an Indian fashion apparel brand, has launched its latest Streetwear. Rooted in individuality and rebellion, the drop speaks to a generation that values creativity over conformity. To amplify this launch, the brand has rolled out ‘Outlawed’, a cinematic campaign that captures the raw pulse of underground culture and brings the spirit of self-expression to life.
Commenting on the drop and its launch campaign, Anant Tanted, Founder and CEO, The Indian Garage Co. said, “In India, streetwear has largely been treated as a luxury being pushed out at inflated prices because of hype and heavy branding. At Indian Garage, we believe streetwear should be about expression, not exclusivity. With Outlawed, we’re cutting through that noise to show that you don’t need to pay a premium to own great design. With this campaign our aim is simple: make global-quality streetwear accessible at the right price, so people can focus on identity and creativity rather than the logo on a tag.”
The brand film titled ‘Outlawed’ unfolds as a narrative exploring the clash between conformity and freedom. Through powerful symbolism, it follows a protagonist bound by the rules of society, juxtaposed with his alter ego in streetwear, representing liberation, individuality, and the courage to break free. The ‘Outlawed’ campaign will be anchored on Instagram, supported by rollouts on YouTube and in-store screens.
