The advent of streetwear, rise of influencer culture, and the digital democratisation of fashion has helped independent brands grow substantially in the last decade. But the success of LOVEBIRDS goes beyond that. They’re building more than just a clothing brand. They’re building a community, a love scape, and a language. One that talks of lines and shapes on clothing. Of a big red circle atop which a commune breaks bread one night. Of performers that lay on grass and soar in the skies. Of love notes and frayed edges. Of blurred images and blurrier boundaries. Ten years on, the circle is big, and getting bigger with every song the lovebirds sing.
ESQUIRE: The Circle seems integral to the LOVEBIRDS philosophy. What's the significance of the Circle in your creative and design process?
Gursi Singh & Amrita Khanna: Yes, the circle is a recurrent theme that connects all aspects of our design philosophy. A motif ever present in nature, everything comes a full circle. And the circle starts again. It’s reminiscent of the playfulness we try to explore in our collections, it inspires our garments and our graphic design inspirations. It is the shape that gave us our identity. It’s present in all our real life inspirations, and because its so intrinsic to us, its also held symbolic value in so much of what we do.
ESQ: Who is the LOVEBIRDS Man?
GS & AK: The first words that come to mind when we think LOVEBIRDS man are — dynamic, authentic, unafraid. A man with an open perspective towards the world, unfettered by conventional expectations. Someone who approaches clothing and style with a sense of individuality, likes a balance of functionality and creativity, and has a proclivity towards thoughtful design.
ESQ: Tell us about your approach to menswear. Does it differ from when designing womenswear?
GS & AK: You see, both menswear and womenswear share the brand's core identity. Just like womenswear, our menswear also originates from the same sources of inspiration. Our only motto while starting the menswear line was 'elevated utilitarian design'. In fact, even for womenswear we relied on the principles of menswear tailoring since the beginning — incorporating elements like structured trousers, straight clean lines, oversized shirts, utility pockets etc.
So for us the approach towards womenswear and menswear doesn't differ much. Our prints, embroideries and motifs filter into all the collections. The design philosophy also remains grounded in utility and functionality.
ESQ: The menswear collections display a strong play of striking graphics. Tell us about the role, development and usage of these graphics in LOVEBIRDS menswear.
GS & AK: The play of graphics and shapes is prominent in the LOVEBIRDS design space.
And strong graphics are an integral layer in our menswear narrative. Checks, crayon stripes, floral motifs, and broken lines are thoughtfully developed to blend precision with playfulness. We like to use them to convey a sense of modernity while maintaining the timeless appeal of menswear.
ESQ: LOVEBIRDS’ influence encompasses an expansive age group — people of all ages seem to be drawn into the circle. What’s the secret to this ageless connect?
GS & AK: Honestly, the ageless appeal of our collections is indeed something that we take pride in. It's no secret but we genuinely design keeping timelessness and versatility in mind. By focusing on certain universal emotions — comfort, authenticity, and a sense of play — emotions that connect us as humans, we craft pieces that transcend age.
Moreover, the minimal design aesthetic, and simplicity of our clothes make them relatable to everyone, as well as go beyond trends or seasons. For us it’s a win when we see someone wearing a piece from a collection that’s five years old and still looks fresh, and as good.
ESQ: You stress upon the emotion of love and ideas of community building. How do you deal with the demands of the business? Have you ever succumbed to what you thought you never would?
GS & AK: We’ve always stayed true to our values — creating with love, nurturing a sense of community, and focusing on quality over quantity. Challenges are inevitable, and while there have been moments of compromise, we’ve consistently prioritised ethical practices and sustainability. The key is to remain patient and focused. When confronted with the commercial demands, we remind ourselves why we started in the first place. And that normally puts us on track.
ESQ: Tell us what according to you are some staples in menswear that will always tie an outfit together?
GS & AK: First and foremost — A pair of immaculately tailored black trousers — they are a staple we swear by. They work for both everyone, irrespective of gender.
The other staple we recommend is an oversized white shirt. It’s versatile — you can wear it by itself, or layer over a t shirt, buttons left open.
Besides these, everyone should look at investing in an oversized sweater and a structured black jacket or blazer. They’ll keep you looking cool through the winters.
ESQ: We’ve seen a significant shift in the menswear universe with the advent of athleisure, normcore, easing and breaking of dressing rules, a rise of gender neutral fashion. How do you see menswear evolving in the future?
GS & AK: Yes, menswear is evolving. There is a much greater acceptance and we are seeing a space of fluidity and individual expression in menswear. With more more environmental awareness, we are also noticing an increased emphasis on versatility and sustainability.
We think all these factors will keep influencing men’s style in the future. Gender-neutral pieces and modular designs will play a significant role in shaping the future of menswear.
ESQ: While LOVEBIRDS strongly puts forth the idea of celebrating Indianness, there are no obvious Indian motifs or cliches on view. How do you approach the notion of Indianness? What’s your connect to India as an inspiration?
GS & AK: Our Indianness transcends cliches. Per force, when we started out, we relied on local resources that were accessible to us — whether it was textiles, local craftspeople who were experts in their own crafts, or partner stockists. For us our idea of India is more innate and deep-rooted, rather than based on a motif or surface treatment.
We like to take a modern design approach, using quality Indian textiles, sustainable craftsmanship, and an honest connection to hand-done processes. It strikes the perfect balance for us.
ESQ: What’s your earliest style memory?
GS: One of my earliest style memories is finding a pair of loose-fit Levi’s jeans in a vintage market in London when I was around seven or eight years old. I fell in love with them and paired them with everything from t-shirts to shirts to vests. Those jeans became a cherished part of my wardrobe for years. That experience was also the first time I thought of clothing as timeless and appreciated the versatility it could bring to a wardrobe.
ESQ: Subtlety, intelligence, ethics — where do these qualities hold in today’s context?
GS & AK: We believe that it is a world saturated with noise, and the need for these qualities is even more. And these are all qualities that were always close to us.
We believe in minimalistic, thoughtful design — so that is about subtlety and intelligence. Everything we produce uses locally sourced raw material, and is made in our studio in Delhi. That gives us not only better control over quality but also enables us to promote a more fair and inclusive work culture — keeping our focus on the ethics.
ESQ: What is modernity in design for you? How do you keep things feeling new in your collections?
GS & AK: Modernity lies in staying true to one’s essence while embracing change. For us, it’s about taking on a challenge, to explore new ideas without losing sight of our core values.
ESQ: What’s your biggest learning in the ten years of LOVEBIRDS?
GS & AK: Our biggest learning has been that growth comes from staying authentic. The journey has taught us the importance of a strong foundation, and the need to constantly evolve without losing sight of our roots. Every challenge has been pivotal toward greater clarity in our philosophy.
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gursi singh | amrita khanna | menswear | mens fashion | LOVEBIRDS | Fashion Designers