Sneaker hype is no laughing matter. Sneakers are the new currency of lifestyle with a touch of investment value. India’s fashion and pop culture is undergoing a dynamic shift, with a growing emphasis on streetwear and a thriving sneaker culture at its core.
While sneakers have always held practicality, their transformation into coveted collector’s items and fashion statements is a recent phenomenon adapted regardless of gender and age. Jaws dropped to the floor when a charming MC Sher (Siddhant Chaturvedi) in Gully Boy opened his ‘tijori’ of shoes. One would think it’s an exaggeration, but it is not.
According to Statista, the Indian sneakers market revenue was $2.60 billion in 2022, and the market is expected to grow annually by 11.58%.
Arundhati Ketan Padgaonkar, a marketing manager and a sneaker-lover has over 40 pairs of sneakers ranging from Nike, Jordans, Adidas, Puma to New Balance in her collection. Reminiscing about her first sneaker purchase she says, “I think it was Nike Jordan Heritage. I woke up at 7 am and luckily, I got them at the retail price (₹ 12,000).
” Sneakers ‘quietly’ carry with them a trail of history and personal stories, enticing pop culture aficionados to venture into a realm beyond mere footwear. From the inception of Chuck Taylor’s brand Converse in 1917 to the iconic Air Jordan line first launched in 1984 for basketball legend Michael Jordan, sneakers soon became a staple in NBA games and the wardrobes of rappers. Suhana Set.
