“Gully hi seema nahi hai hip‑hop ki. Aur hip‑hop ki toh koi seema hi nahi hain.”
(“Gully rap is not the boundary of hip‑hop. And hip‑hop has no boundaries.”).
– Naezy
Born from block parties in the Bronx, raised in cyphers from Queens to Kurla, and now dropped in frames that carry it all.
HIP‑HOP ft. Hanumankind blends bold silhouettes with cultural drip — graffiti textures, neon spills, and unapologetic energy.
From 2PAC’s resistance to Action Bronson’s realism, and back home with voices like Naezy, this collection isn’t about fitting in — it’s about standing for something.
The process kicked off by tracing the cultural roots of hip-hop — not just as a genre, but as a global movement. We studied its origins in the Bronx, the evolution of streetwear, and how hip-hop became a visual language.
The research zoomed into the fashion codes of 80s and 90s icons — oversized frames, thick gold chains, nameplate rings, loud confidence. From Cazal to Dapper Dan, and from Will Smith to Roxanne Shante, we decoded how eyewear played a role in identity, rebellion, and presence.
The lens then shifted to India’s hip-hop voice — how it’s not just adapted but redefined the form. Desi fashion, rap vernaculars, and raw street narratives inspired the Indian context. Visuals, YouTube references, and Instagram analytics helped us map out where the movement stood — and where it could go.
Design exploration focused on capturing hip-hop’s raw energy and translating it into eyewear. Each frame was treated like a statement — not just an accessory. We played with scale, material layering, and edge treatments, balancing bold geometry with wearability.
The design aimed to reflect both the swagger of the culture and the clarity of purpose behind it.
Hip-Hop ft. Hanumankind brought modern hip-hop energy into eyewear, creating a collection that connected with young audiences and delivered strong commercial success — generating ₹18 CR in revenue.
Below are the SKUs that have performed the best.
