Capsul the Brand: A Brief Synopsis

About Capsul

Capsul is India’s first multi-brand streetwear store. They curate products that they like to call

‘conversation starters’. They have curated OG and emerging streetwear brands that we respect for their community building, storytelling, and timelessness. 

Capsul is also the founder & curator of ‘WORD On The Street’ - a community, DIY event

conceptualized to provide a platform to bring together tribes representing Streetwear, Sneakers,

Art, Music, or just about anybody with an interest in being a youth culture creator 

Capsul’s model of retailing is online, products are only available on their website (no

marketplace), via pop-ups and via DM.

Website - www.shopcapsul.com

Instagram - @capsul_

How did Capsul come about?

Capsul was started by Meenakshi and Bhavisha. Both of them love streetwear, sneakers, and what they represent.. Streetwear for them is the intersection of culture, sports, music, and fashion. Their past experience with PUMA, in India and outside, exposed them to amazing projects with streetwear brands and culture leaders. Simultaneously they saw interesting youth collectives making their presence felt in India and hip hop was on the rise. 

They saw an opportunity to introduce streetwear brands to the Indian audience because we realized these brands have tribes here in India as well. And that’s how Capsul came about.

What is Capsul’s brand portfolio?

They have a mix of skate brands, art inspired brands, brands that are at the intersection of art, music, action sports and design, and street luxe brands in our portfolio. Since all brands operate on drops, products we have are limited edition and often include fun products like basketballs, sunglasses, hip flasks, blankets etc.

They currently offer over 15 brands including Stussy, The Hundreds, Chinatown Market, Thrasher, Carhartt WIP, HUF, Staple Pigeon to name some, sneaker care products by Reshoevn8r and Rastaclat bracelets.

Everything we curate is a layer in an overall lifestyle.

Why did we start a streetwear platform?

They appreciate and respect the ethos of streetwear and street culture. Streetwear has always been their personal sense of style which was heightened when they realized the size of communities in the streetwear world and the platform afforded to them. During their time at PUMA, they saw first-hand the magic created by the right collaborations. PUMA’s collaborations with Fenty, STAMPD, ICNY, Daily Paper are some such moments that made us realize how much we love being part of this space.

Streetwear is about freedom of expression, non-binary-ness, and finding your tribe(s) across the world. Streetwear and collaborations thereof have exposed us to thought-provoking influences that impact culture.

What are Capsul’s future plans?

They're constantly curating and dropping new products. And will also expand their portfolio to include more brands over the next few months.

Capsul is always on the lookout for great products with greater product stories. And there are a ton of them all over the world and in India. I'm quite excited to see how their platform evolves and partnerships grow, over the next few years.

Some of the most exciting products available on Capsul

The INDVLST Screen Printing Kit is by far the most exciting product they've launched. It is a‘one stop shop to make a custom tee’. It comes with a pre-designed stencil mounted on a frame for ease of use (multiple use), inks, a blank long sleeve neon t-shirt and all the elements that are required to customize your own t-shirt. The idea is that customization and individualism can be taken up a notch even in the self-expression heavy world of streetwear. Plus it’s about bring the DIY (Do-It-Yourself) ethos to the consumer, which is the foundation of streetwear is built on.

They have also curated a brand called Chinatown Market which is a very exciting and unpredictable brand. They keep dropping really fun products like the 3M Reflective Smiley Basketball, iridescent Smiley basketballs, sunglasses and tees with really topical pop-culture graphics.