“This whole Off-White thing has become very prominent. People want to dress in this athleisure look...,” Shibani Bhagat trails off, as she talks about how celebrities are being photographed in sweatshirts, track pants and other comfortable outfits. Off-White, the Italian streetwear brand that is often cited as the originator of the trend, may not be available in the country, but there are a host of local designers who have taken inspiration and are flying the flag for similar styles here.
In a Khar bunglow, spread across four rooms, you’ll find everything a man needs to dress up, or down, from office-ready shirts to trendy athleisure, trendy asymmetric kurtas to cuff links and more. Bhagat, along with partner Taniisha Rahimtoola Agarwal, are the ladies behind Curato, the country’s first multi-brand menswear store on this scale, featuring collections from over 30 Indian designers.
Inside out
It’s no surprise that the idea for this store was born while shopping for their respective husbands during the run up to their weddings. With experience from individually running bespoke boutiques, they now aim to be a one-stop shop, much like Ensemble and Aza, but with wider appeal. The space, which was designed by Kunaal Khyaan, features objects from his KOY line, with different rooms being designed keeping in mind the clothing that is on offer. So the purple room, with a violet carpet and faceted stool, is home to the fusion line, while the blue room, tempered with stone, houses athleisure and accessories. The clothing on metal racks adds a sense of gravitas to the store. The green room focuses on occasion and wedding wear — putting the groom in the spotlight for once — with Indian outfits from designers like Arjun Kilachand, alongside dinner jackets and other festive staples.
- Nylon and leather bag from The Quick Brown Fox
- Digital printed pocket square by SNOB
- Khanijo’s relaxed and handcrafted separates
- Nought One’s tough, streetwear-inspired clothing
- Whitesoul’s chunky take on footwear classics
The shop, though, isn’t about buying into fleeting styles, as it hosts some of Indian fashion’s biggest names, along with younger talent. Bhagat says, “We’re encouraging and promoting millennial designers as well.” So Rajesh Pratap Singh’s classics rub shoulders with active clothing from Nitin Chawla’s label, Theorem.
Beyond boundaries
Talking about personal preferences, Bhagat continues, “Men know their own style, and know what they want. We hope to be a space where men can find items in their comfort zone, but also nudge them to try something new.” Adding that she and Agarwal have curated each label’s in-store collection themselves, she explains, “We picked a mix of conventional and experimental pieces. This gives customers the opportunity to start off with the more conventional pieces and then move on to the rest.” This includes Antar Agni dhoti pants and Nought One’s bold jackets with large buckles and other unusual pieces — though you won’t find any skirts for men in store at the moment!
The co-founders are happy with the response, not just from men, but also from women. They share that fashion stylist Rhea Kapoor had also put in requests for pieces to wear on the red carpet — a la Lady Gaga in her oversized suit last month.
When asked about store-specific collaborations, Agarwal says, “Payal Singhal, Masaba and Ridhi Mehra have launched their menswear lines with us.” While details are scarce about Masaba’s and Mehra’s collections, we hear that Singhal’s floral aesthetic extends to her new venture as well. Going forward, Agarwal sees all three designers working exclusively with the store on future retail collections.
Cognizant of the changing landscape, and people’s shortening attention spans, the store will be hosting a monthly event, starting on November 13, with Babbu the Painter, Kanika Goyal and Payal Singhal in attendance. The December edition will feature a mystery event with Gaurav Khanijo. As for the workshops, Bhagat says, “Men should feel like they can come in and learn something about fashion and styling.”
Prices range from ₹3,000 to ₹50,000. At Delta House, 566, 18th Road, Khar, Mumbai. 8879381014