The Indian Garage Company, a direct-to-consumer (D2C) house of brands has entered the street wear market with the launch of ‘TIGC Street’.

Under the TIGC Street label, the brand will offer premium hoodies, graphic tees, trousers and funky jeans at an affordable price range under Rs 999 ($12).

With this launch, the brand aims to make inroads in the affordable street fashion market in India.

Commenting on the launch, Anant Tanted, founder CEO, The Indian Garage Company in a statement said, “TIGC Street empowers individuals to confidently embrace the world of street fashion, making stylish choices that cater to the demands of Gen Z. Approximately 25 percent of the Indian fashion market revolves around streetwear fashion, and this latest addition underscores TIGC’s commitment to innovation and urban fashion.”

Pinky Roy, team lead design at TIGC added, “I’m thrilled to introduce our latest streetwear collection, a vibrant blend of colors, patterns, and textures that capture the raw energy and fearless spirit of the streets. This streetwear collection offers the freshest trends for fashion-savvy Gen Z enthusiasts. The future of street fashion is influenced by a combination of cultural, technological, and societal factors.”

Founded in 2012 by Anant Tanted, The Indian Garage Company is a bootstrapped direct-to-consumer firm operating under the ‘House of Brands’ format.