In recent years, streetwear has gone from a niche culture to a major force in fashion, and licensing collaborations have played a pivotal role in this transformation. Indian streetwear brands like The Souled Store and Bonkers Corner are spearheading this movement, leveraging partnerships with global franchises to set trends and meet the growing demand for pop culture-driven designs. As more customers turn to fashion that resonates with their identities, interests, and passions, these brands have tapped into the emotional power of nostalgia and fandom. The result is a booming streetwear licensing market that not only drives growth but also reshapes how fashion is consumed.

The Growth of Streetwear Licensing in India

Streetwear has always been a reflection of culture, blending elements of music, art, and entertainment to create something that speaks to youth and trendsetters. In India, where pop culture and fandom hold immense influence, streetwear licensing has provided a unique platform for brands to connect with their customers on a deeper level.

The Souled Store and Bonkers Corner are shining examples of how licensing collaborations have taken the streetwear industry by storm in India. Vedang Patel, Co-Founder of The Souled Store said, “We’re building the home of pop culture, where any new TV show or cool movie has to be represented through our designs. That’s what sets us apart – creating fan-focused products that truly resonate with our audience.”

By bringing in iconic characters, movies, TV shows, and music licenses, Indian streetwear brands have given consumers something more than just clothing. They've allowed their fans to wear their passions on their sleeves. Collaborations with global franchises have not only elevated these brands' profiles but also allowed them to cater to a wider audience, creating a sense of community among pop culture enthusiasts.

Shubham Gupta, Founder of Bonkers Corner, echoed a similar sentiment, “Our licensing collaborations have been integral to our business strategy, enhancing our product offerings and creating value for our customers. These partnerships drive growth while allowing us to connect with audiences who share the same love for iconic characters, shows, and franchises.”

Key Drivers Behind the Licensing Boom

Both The Souled Store and Bonkers Corner attribute their growth and success to several key factors, with licensing collaborations being a central pillar. For The Souled Store, the combination of strong product offerings, category expansion, and robust channel diversification has propelled its growth trajectory. Starting with printed T-shirts, the brand has since expanded into basics, shorts, sneakers, and accessories, ensuring that it caters to a wide variety of fashion needs.

“We now have 50 categories with around 3,000 SKUs,” said Patel. “Our top-performing category is men's apparel, with an average price point of about Rs 850. We are particularly excited about our premium range of products, featuring high-quality materials and new designs, which is set to drive growth further.”

Bonkers Corner has also followed a similar path, focusing on bringing licensed designs to products like Polo shirts and baseball jerseys. These unique collaborations have found a strong market, appealing not just to the brand's primary audience but also to a wider group of fashion-conscious consumers.

“Our innovative product lines, particularly those influenced by pop culture, have become some of our best sellers," noted Gupta. "This shows the broad appeal of our designs, which resonate with fans of iconic franchises while also offering something fresh and trendy.”

Category and Channel Expansion

While licensing partnerships have certainly played a significant role in driving visibility and customer engagement, both brands have leveraged broader category and channel expansions to maximize their reach. For The Souled Store, offline retail has become a crucial part of its growth strategy. The brand has already opened 32 stores across India and plans to reach 40 stores by December, with a target of 100 stores within the next 18 months.

“Our offline stores are doing phenomenally well,” Patel shared. “By the end of the year, offline channels will account for 25 percent of our revenue. This growth is set to continue as we open more stores, even in Tier II cities like Indore, Bhopal, Surat, and Dehradun.”

Similarly, Bonkers Corner has made strategic expansions, with a focus on keeping its product offerings fresh through frequent releases. The brand introduces new designs every 30-45 days, ensuring that its customers always have something exciting to look forward to.

Licensing Collaborations: Past, Present, and Future

The true power of licensing lies in its ability to evolve with trends. Both The Souled Store and Bonkers Corner understand this and are constantly adapting their product offerings to reflect what’s happening in pop culture.

For The Souled Store, the excitement lies in bringing new licenses from Eastern pop culture to the Indian market. “We’re looking to go more East than West now, with a focus on Korean and Japanese licenses like anime, manga, and K-pop,” highlighted Patel. “These are huge trends globally, and we’re excited to offer products that cater to this new wave of fandom.”

Bonkers Corner is also gearing up for an exciting new collaboration, as Gupta stated, “We’re thrilled to announce that we will soon be the only homegrown brand in India to secure a licensing deal with a prestigious international brand. It’s a big milestone for us, and we can’t wait for our customers to experience the new collection.”

Expanding Globally

Both brands have their sights set on international expansion. The Souled Store has already launched its website in the U.S., and although its current audience is largely comprised of Indians living abroad, there are big plans in the works. The next major step for the brand is to open its first international store in Dubai, with plans to expand to Europe, the U.K., and the U.S. in the future.

“Our main goal is to take Indian streetwear to the global stage," Patel revealed. "Most Indian brands don’t sell abroad because they’re inspired by or copy international brands. But we’ve built something unique, which gives us the confidence to expand globally.”