#JustIn: Shantnu and Nikhil’s new label draws inspiration from cricket

Cricket is a religion in India. The sport and its players influence us in nearly every facet of our day-to-day lives—whether it is food, travel or clothing choices. For years now, cricket has inspired people within the world of sports and beyond—from artists and filmmakers, to designers. And so, the recent announcement by designer duo Shantanu and Nikhil on the launch of their cricket-inspired label ‘Shantnu Nikhil Cricket Club’ (SNCC) has us all excited to say the least. “Cricket in itself comes with a rich history and is a game which has roots in fashion. As designers, it’s our duty to evoke expression via the art we master in. Fashion has always been a part of sports, we’ve just stirred away from the conventional route of sportswear and ventured into a direction none of the Indian designers have taken yet,” said the duo. The pair will be the first amidst the Indian fashion circuit to present a brand inspired by the much-loved sport. 

“Like for most Indians, our core childhood memories come from the friendly cricket matches we played in the parks of our residential colonies and school. There was always a whirlwind of emotion in every ball thrown, every catch missed and every wicket fallen. This very emotion of nostalgia not only unites the nation together still, but has also become the spirit of our pride. Even after all these years sport as a medium has had an incredible impact on how we carved our design career, and it has been one of the stronger virtues of our design philosophy. ‘Shantnu Nikhil Cricket Club’ is a long-awaited dream inspired by our love for cricket and a vision to connect the sport to a lifestyle promise…” the two took to Instagram and wrote. 
 

The SNCC logo, which is that of a batsman, has been crafted and designed to symbolise the relentless spirit of achievement and unity. “We’ve forayed into a whole new design aesthetic which involves new crest details which have been specifically designed for SNCC. The crest has nuances of cricket like the batsman insignia which empowers the customer to wear their love for the sport with pride,” they said. SNCC is an aspirational lifestyle experience with a core emphasis on celebrating the sport and those who want to express their sporting style and personalities. It aims to influence the way people will dress and live life through a sport that they all love: “It’s a culture we’re empowering. It’s for all those who have absorbed the core values of cricket and understand that it is much more than a sport.” 

The product line-up has been created using season-friendly fabrics such as flat knit and premium silks that highlight the athletic-chic inspired details. The collection has been designed for both men and women and includes essential pieces such as retro-doused varsity jackets, crested sweatshirts, sweater vests and polos, as well as the classics including neckerchiefs, sneakers, belts, duffle bags and bucket hats. The debut collection features Indian cricketer Shubman Gill, sporting signature looks from the line-up. 

For nearly two decades now, the designers have relentlessly worked towards democratising Indian couture with a modern Indian narrative in their collections that evoke a sense of pride and elegance. “Shantanu Nikhil, as a brand, always carried that regality of vintage in its essence and that is what we are bringing back with Shantnu Nikhil Cricket Club. Millennials and Gen Z are all about comfort and styling, which is also the reason why street style has been a major trend in the past seasons. In fact, the interrelation of fashion and sports will create a space of its own and shouldn’t be treated like a seasonal trend,” they said.