Garuda, established in 2014 by designer Suhail Sahrawat, envisions functional clothing as meticulously crafted architecture for the human form. Sahrawat’s designs venture into the realm of techwear, yet possess a distinct identity, challenging traditional silhouettes and conventions. Garuda is committed to pushing the boundaries of fashion, presenting consumers with innovative and unprecedented designs. We delve into a conversation with Suhail Sahrawat to understand the ethos behind Garuda Fashion.
The Genesis of Garuda: Functionality Over Trend
When asked about the brand’s initial intention to be functional or techwear, Sahrawat explains, “I think techwear is the outcome of a thought process, not the primary goal. My aim was to create superior products using the finest materials globally, prioritizing functionality for the wearer.” His upbringing in a cold, wet climate instilled a deep appreciation for utility, which naturally became a cornerstone of Garuda fashion. “We identify as workwear, albeit utilizing advanced technical fabrics and zippers, alongside our unique pattern cutting techniques. Therefore, techwear emerged as a result of our design philosophy, rather than being the initial objective.”
Garuda’s Pioneering Techwear in the Indian Market
Garuda holds the distinction of introducing techwear to the Indian fashion landscape. However, as mentioned in their website journal, the initial reception was somewhat underwhelming. Sahrawat reflects on the challenges, “It’s a multifaceted issue, extending beyond just India to a broader Asian context. Asian cultures tend to be more judgmental, whereas Western cultures are generally less concerned with external opinions on personal style. Public perception carries less weight.” He illustrates this point with personal experience, “When I wear the Satellite City collection here in Panchkula, I notice people looking. Perhaps it’s the unconventional silhouettes compared to traditional Indian garments. But Garuda’s designs are inherently attention-grabbing across cultures. And some individuals here are hesitant to wear something that attracts attention due to societal norms.”
The nascent stage of the Indian fashion scene also plays a role. “The ‘Indian scene’ is too young to be clearly defined or categorized – it’s practically nonexistent right now. A thriving fashion scene requires brands to emerge and evolve, with the survivors shaping its identity. Currently, there’s a constant influx of new brands weekly.” While he acknowledges the positive shift towards consumer awareness regarding fabric details like GSM, Sahrawat notes a gap in appreciation for nuanced design elements, “People are starting to obsess over things like the GSM of a hoodie or a t-shirt. But nobody’s talking about things like silhouette, drapes, and other crucial design aspects yet.”
Sahrawat also candidly acknowledges areas for improvement within Garuda fashion’s approach to the Indian market, “It would be disingenuous to claim we haven’t made mistakes. Our pricing strategy and communication for the Indian market were misaligned. We positioned ourselves as luxury, yet our communication style was informal and raw, which could be confusing.” He highlights the brand’s surprising success in international markets, “Interestingly, the new collection performed well overseas. I was unexpected to see people in Los Angeles embracing Indian silhouettes.” This global appeal underscores the unique design language and forward-thinking approach that defines Garuda fashion, positioning it as a brand that transcends geographical boundaries and cultural expectations.
