When you wear a pair of Jeetinder Sandhu shoes, it’s highly unlikely that they won’t become a conversation starter. Sculptural, angular and decidedly bold – each shoe crafted by Sandhu’s atelier instantly commands attention and one’s likely to notice the unexpected detailing – it could be an indigenous craft technique, the off-kilter shape of the sole or the striking saturated hue of the leather.
Since childhood Jeetinder was drawn to vivid colours, textures and textiles, which can be easily felt throughout his impressive body of work. Encouraged by his family, he embarked on a Bachelors in Fashion Design from Istituto Marangoni London (2013) and a Masters in Accessory Design from Accademia Costume e Moda Rome (2021).
His eponymous label launched in 2013 and to date his collections have been showcased in London, Paris, Berlin, Florence and Mumbai. JS has stayed committed to creating the kind of footwear he truly believes in. “The journey has seen shifting market trends, social changes, and a great deal of personal growth,” he shares.
Developing a strong signature design vocabulary isn’t easy but Jeetinder has been able to refine it season after season. With each collection, he's worked hard to maintain that consistency over the years while allowing the brand to evolve naturally. The brand is deeply intertwined with his personal journey. “I only create pieces that I feel a genuine connection with, and I think that authenticity is what has helped establish a recognisable brand DNA,” he shares.
An eclectic dresser with a strong sense of personal style, Jeetinder’s vast body of work reflects it in many ways. Think uninhibited hues, vibrant colour blocks and unapologetic sheen.
He speaks to us about his artistic process, carving a niche and cultivating an enviable closet. Edited excerpts:
JS shoes are known for inventive colour blocks, prints and textures. What's your core work methodology?
My process usually begins with a story. It could come from a place I've travelled to, a textile I’ve discovered, or even an emotion I’m experiencing at the time. I enjoy experimenting with colour, texture, and unexpected combinations, but functionality is always at the forefront. For me, a pair of shoes has to be beautiful, comfortable, and wearable. I spend a lot of time refining proportions and details because I believe it’s often the smallest elements that make the biggest impact.
You started with men’s shoes and then transitioned into women’s and gender-neutral categories. How was the transition?
Menswear has always been incredibly special to me. I still remember the excitement of creating my first menswear collection and shoe line—it felt like I was finally bringing something to the market that I had always felt was missing. Over the years, my own wardrobe has become increasingly gender-neutral, and that philosophy naturally found its way into my work. I’ve always believed it’s less about which section of the store you shop from and more about how you wear a piece. We noticed that men were seeking options that traditionally weren’t available to them, and women were equally interested in borrowing from menswear sensibilities. It felt like a natural progression for the brand to bridge that gap and create products that resonate across genders.
How much has global exposure impacted your design sensibilities?
Travel has always brought me immense joy, so I would say it has been fundamental to my design sensibilities. The people I meet, the cultures I experience, the food, architecture, and history, all of it finds its way into my work. Whether it’s studying in London and Rome or travelling annually, every experience adds another layer to my perspective as a designer.
Creating a distinctive niche in a stagnant shoe market isn’t easy. What challenges did you face and what were the key learnings?
One of the biggest challenges was creating a space in the market for something that simply didn’t exist at the time. Building a team of skilled artisans and shoemakers who understood my design approach was essential. Traditionally, shoemaking in India has been geared towards established formats and mass-market products. Challenging those conventions and creating something more experimental took years of persistence. The two biggest lessons I’ve learned are patience and consistency. Building a brand is a marathon, not a sprint.
Do you see Indian men opening up to bold colours and experimental styles?
Absolutely. Indian men today are far more experimental when it comes to colours and silhouettes. It has taken time to get here, but social media, stylists, and actors have played a significant role in shifting perceptions. Seeing public figures embrace bold choices has helped both designers and consumers feel more comfortable exploring fashion beyond conventional boundaries.
What are the attributes you look for in a collaborative partner?
Shared sensibilities, mutual respect, and a willingness to take creative risks. The most exciting collaborations happen when both parties are open to trying something new and pushing boundaries together.
Your favourite textiles and materials to experiment with, and why?
This year, I’ve really enjoyed working with Indian block prints from different parts of the country and exploring how they can be incorporated into footwear. They’re versatile, relatively easy to maintain, and every piece feels unique. I love that they allow us to celebrate Indian craftsmanship while creating something contemporary and one of a kind.
You have a strong personal style, and your closet boasts unique pieces from Issey Miyake to homegrown indie brands to your own custom ready-to-wear.
I would describe my personal style as comfortable, effortless, colourful, and unique. Comfort always comes first, but never at the expense of fashion. I’ve had an obsession with Issey Miyake for years and have collected pieces from my travels across Japan, London, Dubai, and Thailand. My wardrobe largely consists of pieces that are easy to wear and easy to pair. I also love supporting homegrown brands that reflect the contemporary Indian fashion landscape. My wardrobe is very much a meeting point between East and West, a reflection of my personal journey as both an individual and a designer.
How do you organise your closet? Do you plan your look well in advance?
Yes, I’m very much a planner, not just with my wardrobe, but with most aspects of my life. I usually know what’s happening well in advance and make a conscious effort to dress appropriately for every occasion. As for organisation, I keep things simple: separate summer and winter wardrobes, with a healthy mix of colours and, on some days, all black depending on the mood.
Do you have an accessories fetish?
Absolutely, although I wouldn’t say it rivals my obsession with clothing. I particularly enjoy collecting unique bags and sunglasses, pieces that instantly add personality to an outfit.
Which city, according to you, is the style capital and why?
London will always be that city for me. It played a fundamental role in shaping me as a designer, and I continue to find it endlessly inspiring. There's an effortless confidence to the way people dress in London. It embraces individuality, and that’s something I’ve always admired.
Any style faux pas you feel Indian men make while dressing up?
Having more than one visible brand logo. I find excessive branding incredibly distracting. Sometimes, it’s more stylish for people to admire how you’ve put an outfit together rather than immediately knowing how much you’ve spent on it.
You’ve dressed so many Bollywood actors in your shoes. Are there any dream actors or celebrities that you’d love to see in your shoes?
I would love to see Maluma and Jacob Elordi wearing my shoes. Both have a strong sense of personal style and aren’t afraid to experiment with fashion. They embody a modern masculinity that feels authentic, expressive, and perfectly aligned with the spirit of the brand.