Designer Aseem Kapoor expands Satya Paul’s legacy of bold prints into a new menswear line, debuting globally at SXSW London with the immersive showcase Untamed. Centred on the saree yet introducing Traveller and Collector stories, the collection uses print as a language of personality, freedom and self-expression, positioning Indian design confidently on a contemporary global stage.
You know some brands are forever on your radar, even if you’re not a, well, ‘fashion person’? Long admired for their passionate play of prints, Satya Paul is one such brand, almost ubiquitous in its presence & recall. You either know of someone who swears by their designs, or you’ve been that fan yourself. Maybe you saw it in your mother’s closet? Or maybe your wife wears them? A Satya Paul saree is both an heirloom piece and a modern prized possession. And now they’re also making menswear!
Under the creative direction of Aseem Kapoor, the brand’s showcased its first international presentation at SXSW London recently. This showcase, titled Untamed, explored an amalgamation of print, drape, movement and sound, with the saree at the centre of it. Satya Paul Menswear too was introduced as part of this presentation.
Naturally then, we were curious and sat down with Aseem Kapoor to talk about it all, and more. Edited excerpts:
Talk to us about Satya Paul Menswear. What can we expect? And what’s going to be the most surprising part about it?
Satya Paul has always had a perspective on menswear through its accessories line, and this collection felt like a natural extension of that world. The brand has long stood for colour, print and self-expression, and menswear presented an opportunity to expand that language into clothing. The first stories are built around Traveller and Collector, one inspired by movement, curiosity and discovery, and the other by memory, detail and personal expression.
What excites me most is that the collection doesn't treat print as decoration. Print becomes a way of expressing personality and perspective. The most surprising aspect may be how naturally it sits within the wardrobe. Satya Paul is known for print, but here it feels effortless, contemporary and distinctly masculine while remaining true to the brand's creative spirit.
Showcasing at SXSW London breaks away from traditional fashion week structures – how do you think that adds to the show and the way you’re hoping for it to be received?
SXSW London brings together creativity, culture, technology and business, creating a space where ideas from different disciplines can intersect and influence one another. For a brand like Satya Paul, which has always existed at the intersection of fashion, art, colour and self-expression, that makes it an especially meaningful platform.
Rather than presenting the collection within a conventional runway format, SXSW allows us to place it within a broader cultural conversation. The showcase combines fashion, movement, sound and performance to create something immersive and experiential. I hope people don't simply see the collection; I hope they experience the world of Untamed. More than a fashion presentation, it is an expression of the values that have always defined Satya Paul individuality, creative freedom and artistic exploration.
What would you want people to take away from the show?
Before thinking about takeaways, it's worth remembering that many people in the audience may be encountering Satya Paul for the first time. My hope is that they don't simply watch the showcase but feel it. Untamed is designed to be experienced through colour, print, movement, drape and sound because those are the elements that have always defined the brand.
More than anything, I want people to leave with a sense of freedom and self-expression. I hope they see that print can carry emotion, memory, humour and individuality. If the showcase inspires people to embrace what feels natural and instinctive to them rather than what is expected of them, then I think we've achieved something meaningful.
What does it mean to present an Indian design language in a global cultural space today?
I don't think of Indian design and global design as separate conversations anymore. The most compelling creative work is rooted in a particular culture but has the ability to connect with people everywhere. There are markers of Indian culture throughout this collection from the flora and fauna that inspire the prints to the way we think about drape and movement but they're expressed through a contemporary lens.
For me, presenting Indian design today is less about representing tradition and more about sharing a point of view. It's about showing that Indian creativity can be confident, relevant and part of a global cultural dialogue while remaining true to where it comes from.
Satya Paul has long been known for using prints to great effect – how have you used prints to tell a story in the brand’s menswear?
Print has always been one of Satya Paul's most powerful tools for expression, so it felt natural for it to become the foundation of menswear as well. The brand has spoken to men for years through its accessories line, and this collection allowed us to expand that visual language into clothing. The menswear is anchored around two stories Traveller and Collector. Traveller is inspired by movement, curiosity and discovery, while Collector is drawn from memory, observation and the significance of personal experiences. Each print begins digitally before being translated into hand-painted artworks, giving it a more tactile and expressive quality. Across the collection, prints are used not just to create visual impact, but to communicate character, emotion and individuality.
For me, that's always been the strength of Satya Paul. The best prints don't simply decorate a garment; they carry meaning. They can evoke a place, a memory, a feeling or a perspective. In menswear, we wanted print to feel like an extension of the wearer's personality, allowing every piece to tell a story while remaining effortless and wearable.
What would you say has been your biggest inspiration from creating this collection?
More than a single visual reference, the biggest inspiration was the idea of freedom—the freedom to express yourself instinctively and without limitation. That's really what Untamed represents. In a world that increasingly encourages conformity, I was interested in celebrating individuality and personal expression.
The collection draws from the natural world, from the flora and fauna that inspire many of the prints to the sense of movement that runs through the drapes and silhouettes. Combined with Satya Paul's long-standing relationship with print, these influences became a way of exploring identity, creativity and self-expression through clothing.
How would you describe the Satya Paul man?
The Satya Paul man is confident in his individuality. He's interested in expressing who he is. He's curious, creative and open to the world around him. Whether he identifies more with the spirit of the Traveller or the Collector, he values clothing that has personality and meaning. He appreciates craftsmanship and creativity, but wears them with an ease that feels natural rather than performative.
What’s the secret behind keeping a heritage brand consistently relevant with newer generations?
I don't think relevance comes from constantly reinventing yourself. It comes from understanding what makes a brand distinctive and finding new ways to express those qualities for a changing audience.
Satya Paul has always stood for creativity, originality and a fearless approach to print. Those values remain just as relevant today as they were decades ago. The challenge isn't to change who you are; it's to keep evolving the conversation while staying true to the essence of the brand.