ABOUT
DRUGSTORE COWBOY
Drugstore Cowboy is India's first only shirts brand dedicated to changing the monotonous floral shirts narrative by merging concept art with shirts.
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In its 3.5 years, the brand has launched 210+ designs under Creative Director Kanika Sethi. Drugstore Cowboy draws inspiration from the known but portrays something that only conveys a hint of familiarity. The brand sees shirts as art pieces and the quantity produced defines the price of that art piece. Drugstore Cowboy has brought collections like 'Summer Rolls 1997-2006' 'Glad Rags' 'Outrageous Opinions' 'People in Uniform' 'Everyday Objections' to life. In its time it has given to the consumer a multi-design experience via art like 'People in a Room', a 12 meter cotton fabric hand painting with 8 of 60" x 60" illustrations coming together.
The brand always strives to build strong communities and channels to bring like-minded people together that hold an opinion about the way of the world.
KANIKA SETHI
As a kid, I always subconsciously surrounded my interests around art, fashion and design. I have books of illustrations and paintings from when I was seven. A former hoarder, I saved trash (buttons, bangles, coins etc) and made art out of it. Eventually, at age 10-12 I started hand stitching my own garments. I was always upto something, so it never came as a surprise to my parents when I was learning lipan art at age eight or starting a brand at age 21.
Studied fashion design at UID, Gujarat for four years & did everything under a roof. Primarily indulged in self-made projects. Sometimes, at the metal workshop drilling holes in waste coca-cola metal caps or creating conceptual costume photoshoots out of my 1bhk rental on Mutation or carving the surface of used wooden bowls all leading towards wearable art and concept design. Without realizing, I did two very important projects on sustainability- one of them being a research paper that brings a solution to air pollution via fashion.
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Consistently inspired by History, Sub-cultures, Social & Political movements, Mughal Miniature paintings, Styles of Architecture, Surrealism Fashion & Art, the power of a blank mind acceptance of learning, feeling of the extraordinary in a free living society and all things unknown to man.
In my third year, I saw immense potential in my perspective for art and fashion. An idea that not only had a massive market gap but also served to a fashion world that had never seen art placed onto shirts. My belief in what I can contribute took me on an India tour within 12hrs to bring the idea to life. Drugstore Cowboy is just that.
Started with no presumption of outcome and within 2 months, we were a team of 10+ running a show no one saw coming.