LoveGen, the popular fashion brand created by the fashion trinity of Dolly Sidhwani, Bhavana Pandey and Nandita Mahtani, will present its new collection affiliated with the soon to be released film Gully Boy at Lakme Fashion Week 2019 on 3rd February in Mumbai.
Inspired by the underground rap scene in Mumbai, the film has been creating immense chatter amongst the masses. Ranveer Singh plays the lead in this underdog story set in the slums of Dharavi, while Alia Bhatt portrays his unconventional love interest. The film also stars Siddhant Chaturvedi and Kalki Koechlin in pivotal roles.
This limited edition GullyGen collection includes jackets, hoodies and t-shirts. Each is inspired by the film Gully Boy and is an expression of how hip-hop has been one of the biggest influences on street culture. The fashion collection by LoveGen with its light fabrics and prints like cotton single jersey and French terry, featuring the film’s thematic expression with slogans such as Mere Gully Mein, Straight Outta Gully etc. hopes to create a style statement for the wearer.
Gully Boy's collaboration with LoveGen is a perfect fit since the label’s commitment to creating a distinctive and vibrant collection resonates with what the hip shopper truly wants.
Zoya Akhtar said, "Gully Boy is the voice of the streets. It’s the swag and the survival that comes with self-expression. This clothing line will appeal to anyone who shares the same ethos. Freedom, choice, rebellion, individuality, poetry and above all hip hop."
"The GullyGen collection embodies the spirit of pushing limits and breaking boundaries, hence a menswear line to resonate with the youth," said Dolly Sidhwani. Bhavana Pandey opined, “Streetwear has become a global trend and the popularity of hip-hop is well documented. We, as a youthful high street fashion brand, want to introduce the trend in India and make it available to the masses.”
Added Nandita Mahtani, “Gully Boy celebrates street culture and the lives of street rappers. For us, this film became the perfect way to showcase our love for the city and street fashion. This collection celebrates the passion to think outside the box, go beyond your dreams and achieve what one thinks is impossible.”
Directed by Zoya Akhtar, Gully Boy is produced by Ritesh Sidhwani and Farhan Akhtar under the banner of Excel Entertainment in association with Tiger Baby and this film on the underground rap movement in India is slated to release on February 14.