Interview: Sneakerhead platform CrepDog Crew founder on desi sneaker culture
- Fashion Featured
Ruhi Gilder- 9 minutes read
Payel Majumdar Upreti
Sneakerheads are not new hobbyists. The phenomenon was birthed in New York City, where it distinctly belonged as a part of the b-boying and hip-hop movement and skating culture of the ’80s. It got its first mainstream nod when Michael Jordan collaborated with Nike to make Air Jordans in 1985, and as they say, the rest is history. Sneakerheads would go to great lengths to procure out-of-production stock and collect sneakers for later “to keep them on ice” as vintage styles, produced in limited numbers went out of production quickly. This term that caught on in the ’80s has only grown leaps and bounds since then, to emerge into a global culture. Like true collectibles, the best bit about the sneaker culture is that its resale value is often better than its original sale value. As sneaker and streetwear culture takes hold of India, sneaker and streetwear platform co-founder Anchit Kapil spoke to LuxeBook about its brand philosophy, their fascination for everything streetwear and how the culture is no more limited to the streets but has taken hold of high fashion.
The brand was founded by two sneaker enthusiasts Anchit Kapil and Shaurya Kumar, and has since then grown into a premium sneaker community and platform. The platform recently transformed from a digital marketplace to begin its first store in Delhi’s Said-ul-Ajab area.
Tell us about the sneaker wall that you have created?
It is the largest display of sneakers that you could find in India and includes some of our favourite picks from over the years and seasons.
What designers can one expect to find exclusively at CrepDog Crew?
Designers part of the first-ever CDC Experience store include streetwear brands like Natty Garb, Boomachi, Warping Theories, Aesthetic of Resistance and Odd Mood and accessories by Happy Socks, Good Lace Company, Cloud Botany, Sneakare and Sneaker Lab.
What do you have to say about the sneaker culture in India?
Sneaker culture has been growing over the last few years, and it’s clear from the demand that CrepDog Crew caters to the right audience. The community is growing not just in the big metros but also in tier 2 and tier 3 cities, and that’s very heartening to see.
Tell us about the brand’s philosophy and its upcoming plans.
We have envisioned CDC Experience as a community space. There is something for everyone at CDC Experience whether you love sneakers, or streetwear or just love the vibe of the community. The 6,000 square feet store, conceptualised and designed by award-winning architecture consultancy Renesa Architects, speaks to the brand’s philosophy of celebrating community and youth culture and brings together elements from the worlds of sneaker and streetwear, gaming and basketball.
Apart from sneakers, you are a platform to buy other products as well. Who curates the products on the page?
CrepDog Crew is a lifestyle brand, and from sneakers to streetwear to jewellery to even rugs, nothing is off brand for us. Just come to CDC Experience to get a real-life taste of what our brand philosophy is.
Is streetwear redefining luxury?
Definitely! What started as a movement of expression has today gathered steam and has taken a front row seat, with the who’s who of the fashion world clamouring to get a piece. If high fashion’s calling card is exclusivity, streetwear is all about inclusivity and casualness. Today, luxury fashion houses routinely include streetwear in their collections because they know that’s what people want.
Is sneaker’s entry into the luxury space driven by digital hype?
Social-media changed the face of sneaker culture, just like it has changed the way we consume news, or music, or even relate to one another. Firstly, it made the proliferation of sneaker culture easier. In the decade or so that major social media platforms like Facebook, Twitter, Instagram have coexisted, the global sneaker community has transformed from small networks of uber-passionate fans into a millions-strong mass culture. It made it easier to find other sneakerheads and more importantly, resellers.The pace with which the movement grew caught the attention of luxury fashion houses and collaborations with artists like Kanye West gave it the seal of cool.
How are exclusive sneakers procured?
